Being human ventures into four new cities – Jaipur, Mohali, Kolhapur and Hyderabad. With these, the brand now boasts of successful operations of 33 exclusive stores in India, including one in Nepal. By Gurbir Singh Gulati
Being Human Clothing (BHC) has recently expanded its reach under their global licensing partner Mandhana Industries Limited by venturing into four new cities – Jaipur (Rajasthan), Mohali (Punjab), Kolhapur (Maharashtra) and Hyderabad (Andhra Pradesh). With this launch the brand now boasts of successful operations of 33 exclusive stores in India, including one in Nepal.
The venture was put forth with a vision to broaden its footprints across the length and breadth of the Indian territory. With this launch, BHC now has 10 franchise stores and 23 company stores. In the newly opened stores Jaipur, Mohali and Kolhapur are franchisee owned while Hyderabad is a company-owned store. Being a young brand, Being Human aspires to reach the deepest pockets of India. The franchise model is a great way to reach the length and breadth of the country. The stores sprawl between 1,600 sq.ft. and 1,900 sq.ft., and are designed with complete innovation and creative style to attract customers with their wide assortment of fashionwear for both men and women.
Theme of the new stores
BHC stores have a defined design ideology, which marries vintage charm with modern layouts. The stores are designed such that they give an international and warm feeling to every customer who steps into the store. Each store carries the six basic DNAs of the brand, which are love, care, share, help, hope and joy. To make it even special, local elements from the city where a particular store debuts are added to give it flavour.
The overall feeling of a BHC store is warm and the interiors appear easy on eye. The green grass wall in the store is an indicator andencourages people to care for the environment. The wood used indicates that the brand supports organic, as it is not excessively treated to give a natural and fresh feel.
New technologies in store: Digital panel
BHC has been at the forefront of adopting new and innovative technology to make shopping experience more enriching. The brand has adapted ‘match’ an in-store engagement platform. A first-of-its-kind, match helps a customer to combine online and offline experience in the store itself.
The customer can easily browse through the inventory, match and create looks, search and discover new styles on the basis of colour, product or stock keeping units (SKUs). They can also find the product availability in the next nearby store and can share opinions with their friends for feedback via e-mail or WhatsApp before making a purchase decision. This technology is served on a large touch-screen device (27”x32”) for an enhanced and hassle-free customer experience.
As of 2015, BHC is available in more than 15 countries worldwide: Bahrain, Belgium, Dammam, Doha, France, India, Jeddah, Jordan, Kuwait, Oman, Pakistan, Riyadh, Spain, South Africa and UAE. BHC has over 300 retail and 7 online selling points worldwide, including 220 retail and 6 online selling points in India.
The brand houses a collection of casual fashion clothing for men and women, which comprises t-shirts, shirts, polos, denims, chinos, shorts, jackets, hoodies, flip-flops, chic dresses, skirts and tops, and blouses.
The brand offers fashionable products coupled with the satisfaction of doing good to society. It sells through Mandhana Industries Limited, which has envisioned BHC as a global brand offering the best of global fashion and quality as well as the satisfaction of getting attached to and contributing to humanitarian initiatives.
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