Aug 25: Iconic American outdoor brand, Eddie Bauer today announced its entry into the Indian market, through its partnership with Outdoor Goats, bringing a century of innovation rooted in solving real-world challenges. Early in the brand’s history founder Eddie Bauer set out to create better protection against the elements after a winter fishing trip in the Pacific Northwest. Inspired by the insulating properties of down, he went on to develop and patent the first quilted down jacket in the U.S. That breakthrough helped establish a legacy of purposeful innovation that has shaped Eddie Bauer for more than 100 years. Today, the brand brings that legacy to India.
Founded in Seattle in 1920, Eddie Bauer went on to equip the first American expedition to successfully summit K2 in 1953 and has since grown into a globally recognized outdoor lifestyle brand with a presence across 41 countries. India marks the latest chapter in that global journey.
Eddie Bauer arrives in India with a century of craftsmanship and one clear intent: clothing that keeps up with Indian life in all its forms. From city commutes, weekend road trips to rainy days and mountain trails, the collection moves between all of it without missing a beat.
The timing is deliberate. India’s athleisure category is growing at 35% year-on-year. Per capita apparel spending is projected to hit ₹8,000 by 2026. And the mid-premium segment ₹3,500 to ₹7,000 is the fastest-growing price tier in the market. Indians aren’t just buying more clothes. They’re buying better ones, and they want those clothes to work everywhere.
The India launch is anchored by Eddie Set Go, the brand‘s debut campaign, a rallying call for everyone who’s been putting off the trip, the skill class, the weekend away, the adventure they keep saying they’ll get to. The message is simple: you’ve been ready. Now go.
“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.”
Launching with the launch collection, Eddie Bauer introduces outdoor lifestyle clothing for men and women, cargo pants, travel vests, convertibles, polos and everyday tees built with UPF 50 sun protection, active cooling and four-way stretch. Gear that performs without looking like it’s trying to.
Designed for 25 to 40-year-olds across India’s metros and emerging cities who refuse to maintain separate wardrobes for work, weekends, and the outdoors, Eddie Bauer is being introduced to India by Wild Country Pvt. Ltd., the brand‘s exclusive licensee for the market. Over the past few years, Wild Country has introduced more than 30 home-grown outdoor lifestyle brands to Indian consumers through Outdoor Goats, a marketplace built on one principle: every product is rigorously tested by experts before it reaches the customer.
“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 now available at www.eddiebauer.in and Myntra, with expansion across other leading platforms planned before the end of the year. Offline retail through standalone stores and shop-in-shop formats is planned for 2027.
