Salman Khan’s Being Human gears up for further expansion

Salman Khan endorsed and backed brand Being Human clothing is all set to expand its wings further with new stores. The brand has also launched its Autumn/Winter collection for men comprising of four different themes and for women in three different themes.

On the Agenda: Spreading retail reach

The casual clothing brand associated with a humanitarian cause enjoys a loyal customer base of young Indians. The brand was conceptualized by Manish Mandhana, Managing Director, Mandhana Industries and Bollywood superstar Salman Khan in 2012. Primarily driven by a philanthropic cause, Being Human offers a collection of smart, trendy casual clothes for the young, aspirational youth 20-40 years of age. Having tasted huge success, the brand now plans to roll out 100 exclusive brand outlets (EBOs), 100 franchisee owned stores and 200 shop-in-shops by 2016.

Beyond India, Being Human Clothing made its first foray in the European Union. Its European distribution is set up in Bordeaux, France and is servicing around 120 retail points. In the second phase, Being Human Clothing was launched in Middle East in 10 countries with more than 120 selling points through the retail giant Splash. It made its Indian entry with a flagship store in Mumbai’s Linking Road, Santacruz, and Palladium. Today it has a wide network of 23 EBOs and 100 shop-in-shops. To reach out to a wider audience the label has ventured into e-retailing in 2013-14 FY. The brand has tie ups with e-commerce majors like Jabong and Myntra.

The collection is designed to be trendy and smart casuals for young men and women. The product portfolio includes T-shirts, shirts, polos, denims, chinos, shorts, flip flops for both men and women. The label has also introduced a wide variety of style accessories like belts, caps and wallets for men. Although the brand’s primary line remains T-shirts, polo and chinos, it also has a denim range which is catching up fast. As the brand believes in affordable fashion, the price starts at Rs 799 and above.

Meanwhile the brand has launched its Autumn/Winter line in four different themes men: Rebel Sports, Indigo Warriors, Rain of Light and Street Luxe. Each theme has a distinctive story and look. Rebel Sports is the most edgy in its outlook with street sports vibe, while Indigo Warriors takes on indigo with denim taking the centre stage. Simultaneously, Rain of light is in continuation of the brand’s love affair with bright colours as in the past seasons; and Street Luxe is mix and match of classics that bring about a sartorial street wear look.

The women’s wear collection features three stories namely Amazing Amsterdam, Fabulous New York and Mi Amour Pareis. The Amazing Amsterdam sport embellished, feminine and festive look and the silhouettes are trendy and comfortable. Fabulous New York is a girly and bright line featuring bubbly, joyous, look. Inspired by chic styling, the Mi Amour Paris collection consists of embellished, sequined, and exudes chic styled dresses in trendy and fashionable silhouettes.