Being Human set to make a comeback, with expansion into emerging markets
22 March 2023, Mumbai
Being Human Clothing, the fashion brand founded by Bollywood actor Salman Khan, is set to make a comeback after a hiatus, following the family’s buyout of the business from licensee Mandhana Retail Ventures in early 2020, just as the pandemic hit.
The brand has been focusing on getting “the house in order” by improving the quality of products, the right pricing and ensuring that the brand stays responsible in line with its values of sustainability and giving back to the earth.
The company also realigned its approach and strategies on the markets it needs to enter. Men’s clothing contributes 75% of the overall sales, women’s 12-15% and accessories the rest. The brand has been expanding rapidly and has over 500 retail touchpoints, selling through exclusive brand outlets, shop-in-shops, multi-brand outlets, and e-commerce stores across India.
The company has been actively developing its gender-neutral collection called Blur, which contributes 4-5% of overall sales and is expected to grow further, tapping into the mainstream market for unisex fashion. In addition, the company is researching and developing a boyswear line with plans to launch it in the next financial year.
Being Human Clothing is set to open an all-women empowered store in Bengaluru's shopping district, where women and specially-abled people will be given employment opportunities.
As per the company, Being Human has stated that the brand's roadmap leads to stores around the world, and the company has recently opened in neighbouring countries, with plans for continued expansion in both domestic and overseas markets.
The company is also expanding its e-commerce operations, which now account for 18-19% of overall sales. Within retail, the company aims to exit this financial year with 80-85 stores and open another 50 in the next financial year, with a focus on emerging India, where there is an appetite for brands and money to spend.
