Eddie Bauer Enters India Through Partnership with Outdoor Goats
American outdoor lifestyle brand Eddie Bauer has officially entered the Indian market through a partnership with Outdoor Goats, bringing its heritage of outdoor innovation and performance-led apparel to Indian consumers.
Founded in Seattle in 1920, Eddie Bauer built its legacy around developing products designed to address real-world outdoor challenges. After founder Eddie Bauer experienced the harsh conditions of a winter fishing trip in the Pacific Northwest, he explored the insulating properties of down and went on to develop and patent the first quilted down jacket in the United States. This innovation became an important milestone in the brand’s more than 100-year history.
Eddie Bauer has since expanded its global presence and was part of the 1953 American expedition that successfully reached the summit of K2. Today, the brand operates across 41 countries, with India becoming its latest international market.
The brand’s Indian entry is centred on versatile outdoor lifestyle apparel designed to transition across different aspects of everyday life. From urban commutes and weekend road trips to rainy weather and mountain trails, the collection is designed to offer functionality across multiple settings.
The launch comes as India’s athleisure market continues to expand, reportedly growing at 35% year-on-year. Per capita apparel spending is projected to reach ₹8,000 by 2026, while the mid-premium ₹3,500 to ₹7,000 price segment is emerging as one of the fastest-growing categories. These trends point towards increasing consumer interest in apparel that combines quality, functionality and versatility.
Eddie Bauer’s India launch is supported by Eddie Set Go, its debut campaign in the country. The campaign encourages consumers to move beyond plans and take on the experiences and adventures they have been postponing, reinforcing the brand’s focus on an active lifestyle.
“Eddie Bauer has always been at its best when innovation serves a real purpose,” said David Brooks, EVP, Action and Outdoor Sports, Authentic Brands Group, owner of Eddie Bauer. “As we continue to grow the brand globally, India represents an important opportunity to extend Eddie Bauer into a dynamic new market, bringing together its outdoor heritage, technical performance and everyday functionality in a way that feels relevant across the region.”
The debut collection features outdoor lifestyle apparel for men and women, including cargo trousers, travel vests, convertible styles, polos and everyday T-shirts. Several pieces incorporate features such as UPF 50 sun protection, active cooling and four-way stretch, combining performance technologies with everyday styling.
Targeted at consumers aged 25 to 40 across India’s metropolitan and emerging cities, Eddie Bauer is being introduced to the Indian market by Wild Country Pvt. Ltd., its exclusive licensee in India. Through its marketplace Outdoor Goats, Wild Country has introduced more than 30 home-grown outdoor lifestyle brands to Indian consumers, with products evaluated by experts for real-world performance.
“Eddie Bauer has spent more than a century designing for how people move through the world, and that philosophy translates naturally to India,” said Henry Stupp, President, EMEA-India, Authentic Brands Group. “Consumers are increasingly looking for clothing that delivers performance without being limited to one setting or occasion. Eddie Bauer brings that versatility together with a level of outdoor credibility and heritage that is truly distinctive, creating a strong foundation for the brand’s long-term growth in India.”
The launch collection is currently available through Eddie Bauer India and Myntra, with plans to expand to additional leading platforms before the end of 2026. The brand is also planning to enter India’s offline retail market through standalone stores and shop-in-shop formats in 2027.
Prices start at ₹2,299 for T-shirts and ₹3,999 for cargo trousers, while fleece, hoodies and insulated products start from ₹4,999 and extend up to ₹20,000.
