Being Human launches summer wear for boys

Being Human is ready with its new boy’s wear collection. The Rs 300 crores retail venture of Salman Khan is looking forward to its knitwear collection as it looks ahead to an upward growth curve in its sale pattern. The brand recently concluded its bookings trade show for the season and has received a favourable response from all partners.

The knits category is the most important in kids’ wear because it is comfortable and practical. In the kids’ wear segment it accounts for almost 50 percent of the market. Other than T-shirts and shirts, knits are being used in newer product categories such as bottoms and outerwear. However, T-shirts account for 70 per cent of the entire knits category.

Knitwear attracts maximium spending

Kunal Mehta, VP, Marketing and Business Development opines that in recent years, knit category has been growing at a good pace. After all there has been an increase in organised retail and a boom in online retail. “These two factors have primarily been the reason behind the growth of this sector. For kidswear, knits segment sees the maximum spending. However, many parents are deterred by the high prices as they feel that children would outgrow the clothes fast and the money spent would be wasted.”

Bright, peppy colours for summer

Being Human’s latest range of summer collection for boys include super soft laundered range of T-shirts, long line styles in T-shirts which are part of street sports direction in monochrome, jogger pants and shorts in bright colours. In addition to this, there is an indigo line and summer beach holiday line. The collection includes track pants/joggers, hoodies, casual jackets, blazers and pants. These are all in bright and peppy colours.

Mehta says, “For winter ’16, we will continue with street sport inspired trend which includes lot of grunge graphics and a heritage story which has a clash of culture with influences from west to east and indigo is the binding element, flannels, stylish casual jackets and hoodies and a bigger range of jeans.”

Being Human is present in over 500 point-of-sales in more than 15 countries worldwide. In India alone there are 51 exclusive stores, more than 250 shop-in-shops and large format stores. Thirty more Being Human exclusive stores will be added in FY16-17. The brand will open its first store in France and Mauritius this year as well as launch at Selfridges in the UK.

In 2012-13, Being Human was a Rs 60 crores company. In 2014-15, sales rose to Rs 235 crores and this year, the company is hopeful of touching the Rs 300 crores mark. Being Human apparels are manufactured and marketed by textile and apparel firm Mandhana Industries. It has partnered with Khan’s Being Human Foundation and is now looking at going deep into the Indian market through the franchise route. It already has a licensing agreement with the foundation for a global presence.