Off-White to launch in India through Brand Concepts partnership

Luxury Italian brand Off-White is set to launch in India in the first quarter of next year through an exclusive partnership with Brand Concepts. According to media reports, this move marks the fashion retailer's entry into both the luxury and mainstream apparel markets, a significant shift from its traditional focus on premium accessories.

Abhinav Kumar, CEO and co-founder of Brand Concepts, stated that the launch is a "defining moment" for the company, as it taps into India's growing streetwear and sneaker culture to connect with a young, fashion-forward demographic.

Brand Concepts plans an initial investment of 5 million dollars over the next few years to establish Off-White in the country. The brand, founded by Virgil Abloh, will be introduced through Brand Concepts' existing premium multi-brand store, Bagline, which also carries brands like Tommy Hilfiger and Juicy Couture.

The product lineup will include a full range of apparel, bags, wallets, and footwear. Off-White will be available through its own e-commerce platform and two initial standalone outlets in major metropolitan areas, as well as at luxury multi-brand stores like The Collective and Iconic. The long-term plan is to expand to five to six flagship stores and a wider "shop-in-shop" presence, aiming for a total of 25-30 points of sale across India's metros and Tier II and Tier III cities.

Kumar emphasised that the company's focus is on delivering the full global Off-White experience through both exclusive flagship stores and a seamless omni-channel presence. He added that the launch is just the beginning of a larger vision to strengthen manufacturing, complete its brand portfolio, and establish Brand Concepts as a leader in India's premium and luxury fashion market. To facilitate the launch, Brand Concepts is collaborating with Sportlux General Trading, a global distributor of luxury brands.