Being Human launches clothing line for ‘millennial’ boys

Being Human on Monday announced the launch of its first clothing line for millennial boys. The brand has crafted a range that will suit every boy – then be he sporty or trendy. From funky T-shirts to nerdy shirts, from playful shorts to statement denims, Being Human’s collection is vast and is designed for boys between the ages of 5-14. The collection is available at all retail outlets.
Being Human Clothing has been successful in making a strong hold all over the country with its massive presence in the past four years. The brand received tremendous support from its customers in every city it has embarked in. It closed FY ‘16 with 51 exclusive stores in India including one in Nepal. Currently, Being Human Clothing has vastly expanded its presence across the length and breadth of the country, having a footprint in 35 cities with a total retail size of approximately 66,181 sq.ft.
VP-Marketing and Business Development, Being Human Clothing, Kunal Mehta says, “We are thrilled to have reached a milestone of 51 exclusive stores and overall 350 point-of-sales in just four years of inception. It is overwhelming to see such a great response not only from our customers, but also our partners who have supported the brand to reach maximum pin codes in the country. We are looking forward to continue to share our love in newer markets.”
ALSO READ: Being Human closes FY16 at 51 stores
Market Presence
Being Human Clothing is selling through more than 200 point-of-sales in India through major retail partners such as Central, Jade Blue, Globus, Lifestyle, Shoppers Stop, Splash and Westside and is available across 150 multi-brand-outlets across India. Additionally, the brand is available with the top e-commerce partners in India such as Abof, Amazon, Flipkart, Koovs, Jabong, Myntra and Snapdeal.
In France, Being Human Clothing is sold in approximately 50 selling points and its European website delivers to 14 countries worldwide. In the Middle East, the brand is sold in seven countries with 130 selling points. Likewise, the brand is sold in South Africa with its e-commerce partner Zando.
Its Genesis
Being Human Clothing was launched in France in 2012, and has since seen a widespread global growth. With 500 point-of-sales worldwide, the brand is available in over 15 countries across Europe, Middle East, Nepal and India and with its online sales channel set up in Europe, India, Middle East, UK, USA and South Africa.
Demerging Its Way
Until now, the brand was operating as a retail division of Mandhana Retail Ventures Ltd. (MRVL), the flagship company of Mandhana Industries Ltd. Henceforth, from FY ‘16, MRVL has been demerged from Mandhana Industries and now the business vests with MRVL, who will manufacture, retail and distribute the brand.
READ: Being Human demerges from Mandhana Industries
Moving Ahead
The brand plans to take the number of stores to 80 by the end of FY 16-17. Similarly, amongst its global expansion plans, Being Human Clothing launched its fi rst exclusive store in Bordeaux, France in March 2016 along with stores at the Selfridges in London, Birmingham and Manchester, as well as on their online channel with the brand’s AW’16 Collection in July 2016. The brand is all set to launch its offi  cial e-commerce website for USA after having its e-commerce presence in Europe and United Kingdom.
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Talking about the global expansion plan, Director, Mandhana Retail Ventures Ltd., Manish Mandhana, says, “We are proud to announce that we are available in more than 15 countries across 500 and more point-of-sales. We are focused on enhancing Being Human’s presence not only locally, but also internationally by tapping new markets this year. Our aim is to make Being Human a global fashion brand that every individual can connect with.”