Lifestyle brand Biba opened a new store in Bhatinda. The new store retails the brand’s selection of kurtas, shawls, fusion wear sets, dresses, and palazzo pants as well as accessories and children’s wear among other products.
The new store will add to the brand’s growing presence in Punjab, with stores in cities like Ludhiana, Jalandhar, Patiala, Amritsar, Zirakpur, and Khanna among others. The brand plans to continue focus on non-metros to tap into the growing rural demand for branded clothing and recently opened stores in Muzaffarnagar, Uttar Pradesh and Thrissur, Kerala. The ethnic brand, currently running its end of season sale across all retail platforms, recently introduced lounge wear designed to be worn at home in sync with the ‘new normal’. The brand also offers scarves and face masks designed to match its ethnic wear.
Alongside its pan-India store network, Biba also retails from its dedicated e-commerce store. The brand, launched in Mumbai in 1988, specialises in kurtas and has expanded into loungewear and work-from-home wear styles, in response to evolving consumer tastes due to the pandemic.