Brandman Retail appoints Devendra Singh Negi as CEO

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). As the company continues to build on the momentum of completing its NSE listing, this leadership appointment signals a focused push towards the next phase of growth.

In this role, Devendra will lead the overall business strategy, driving operational excellence and strengthening brand partnerships. He will also work towards expanding the company’s presence across retail and digital channels to accelerate business growth and build a stronger, more agile organisation for the future.

Devendra brings over 28 years of experience across retail, e-commerce, and quick commerce, with deep expertise in building and scaling business verticals. Over the course of his career, he has worked with leading organisations including Tata Cliq, Reliance Retail, Reebok, Nike, and Lotto, where he has led large-scale operations, managed full P&L responsibilities, and driven business expansion across diverse categories.

In his last assignment, he was a founding team member at Tata CLiQ, where he worked for over a decade and established the Footwear, Sports and Fitness Equipment, Travel, Handbags and Accessories businesses across the popular to premium segments for the platform.

His experience also includes leading the launch of HOKA in India at Tata Cliq, where he worked closely with global stakeholders, navigated regulatory processes, and helped build omni-channel and digital-first retail frameworks from the ground up.

“We are pleased to welcome Mr. Devendra Singh Negi as CEO,” said Arun Malhotra, Founder and Director of Brandman Retail. “His strong experience in building and scaling retail businesses, along with his ability to drive execution across complex ecosystems, will be key as we expand our presence across channels and strengthen Brandman Retail’s growth journey.”