Highlander, Tokyo Talkies expand global footprint with Middle East foray
02 August 2025, Mumbai
In a major move to expand their global footprint, two of India’s fastest-growing fashion brands, Highlander and Tokyo Talkies have officially entered the Middle East. Through a strategic partnership with Rapheal Lifestyle, the brands opened three flagship stores on a single day, July 30, 2025, across the United Arab Emirates.
The new stores are located at BurJuman Mall in Dubai and Sahara Centre and Mega Mall in Sharjah. Of these, the Sahara Centre store spans 9,000 sq ft, while the other two locations each cover 5,000 sq ft. These stores are designed to offer fashion-forward consumers a bold, trend-driven retail experience with affordable, youth-centric styles that have a distinct Indian flair.
This international foray is a major milestone for Brand Studio Lifestyle, the parent company of both brands. The collaboration with Rapheal Lifestyle extends beyond physical retail, paving the way for deeper market penetration across the Middle East through multi-format distribution. The company has already announced plans to open seven more stores in the region by March 2026 as part of its broader omnichannel expansion strategy.
According to Shyam S Prasad, Co-Founder and CEO, Brand Studio Lifestyle, with their foray into the Middle East, the company projects a bold confident Indian fashion identity to the world.
Driven by a young, style-conscious population and rising disposable incomes, the Middle East fast fashion market is ripe for growth, notes Prasad. The market is projected to grow from $68.07 billion in 2024 to $84.56 billion by 2025, he adds.
This international debut follows a robust offline retail expansion in India, where the company has opened 37 stores in the last nine months. It aims to grow this network to 75 stores in India by March 2026, while also expanding via 600 Shop-in-Shop formats across large department stores. In line with changing consumer behavior, Highlander and Tokyo Talkies are also preparing to roll out a ‘phygital’ retail experience, blending offline shopping with online personalization.
