Mumbai, Maharashtra, India, April 2026 — Brandman Retail, an India-focused distributor and retailer of international sports and lifestyle brands, has announced the appointment of Devendra Singh Negi as its Chief Executive Officer (CEO). His appointment marks a major leadership move for the company as it continues to strengthen its position in the footwear, apparel, and lifestyle retail space in India.
Before taking on this role, Devendra Singh Negi was associated with Tata CLiQ as Business Head – Footwear, Bags, Travel Gear & Sports, and was a founding team member there. During his long tenure, he played a key role in strategizing and pitching to international brands to strengthen the platform’s portfolio. He introduced HOKA to India, expanded its footprint across online and physical retail, and helped evolve the business from a digitally led marketplace model to a phygital omni-channel model. He also launched and led multiple categories including footwear, bags, travel gear, accessories, sports, and fitness, scaling the business to more than 700 brands. In addition, he drove end-to-end business operations across tech integrations, technical product development, and offline distribution networks.
Prior to Tata CLiQ, he spent nearly nine years at Reliance Retail as AGM – Footwear & Fragrances, where he was also a founding team member. In this role, he handled footwear and fragrance categories across the entire retail network, spanning more than 600 touchpoints. He contributed to both top-line and bottom-line performance, developed value-proposition product lines for Reliance Trends, and introduced new footwear concepts for the Indian market. His performance during this period earned him repeated recognition as a star performer.
Earlier in his career, Devendra Singh Negi served as Product Line Manager – Lotto Footwear at Sierra Industrial Enterprises Pvt. Ltd., where he developed and launched successful footwear lines for the Indian market. Before that, he worked as Assistant Manager – Sourcing at Reebok Technical Services Private Ltd, handling product development and quality control for athletic footwear. He also had an earlier stint with Nike Licensee – Sierra Industrial Enterprises Pvt. Ltd. as Product Line Manager & Sourcing – Nike Footwear, where he developed and managed product lines and introduced systems that improved development and production timelines.
His career journey reflects deep and consistent experience across sports retail, footwear, sourcing, product development, category building, omni-channel business growth, and international brand partnerships. With this strong background, Devendra Singh Negi brings a rich combination of commercial, product, and retail leadership experience to his new role as Chief Executive Officer at Brandman Retail.
About Brandman Retail
Brandman Retail is a one-stop retail solutions company for large-format footwear and apparel retail in India. The company operates brands from around the world across footwear, apparel, and lifestyle segments, with a focus on delivering high-quality and premium-priced products. It aims to address socio-economic challenges through the supply of high-quality, affordable products while maintaining a strong focus on service in its retail operations.
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