Biba to expand international presence with new stores across the globe
05 September 2024, Mumbai
Having recently launched its first store in New Jersery, India’s leading women’s wear brand Biba plans to expand its international presence further. The brand already operates two stores in Canada, and plans to launch the third store in the region soon.
Further, Biba plans to expand within the Middle East and the Mauritius markets, avers Siddharth Bindra, Managing Director. The brand has already made inroads into the Nepal market and is exploring other regions to capitalise on the growing global appreciation for Indian fashion, he adds.
Biba’s latest campaign, ‘Something BIBA About Her,’ starring actress Kriti Sanon emphasises everyday elegance while introducing new Indo-fusion styles like short tops and jackets. The campaign launched alongside a special occasion collection designed for weddings, including Sangeet, Mehndi, and Pooja outfits
Biba is adopting a multichannel marketing approach for this campaign, with digital promotions leading the charge, followed by theatre, outdoor, and print ads. The brand’s extensive distribution network, including 360 stores, e-commerce platforms, and department stores like Shoppers Stop and Lifestyle, will ensure these new collections are available to customers.
The campaign reflects Biba’s heritage through intricate craftsmanship, hand embroidery, and printing. It appeals to multiple generations of women through its versatile, inclusive product range that accommodates diverse body types and age groups.
