Brand Concepts Ltd is stepping up its push into the premium and luxury segment, betting on rising consumer appetite for aspirational brands as it expands its portfolio with the India entry of Off-White.
The company, which is the official licensee for brands such as Tommy Hilfiger, United Colors of Benetton, Superdry, Aeropostale, Juicy Couture. The Vertical and also Sugarush, is looking to sharpen its positioning in the premium segment by adding global labels and expanding distribution across channels.
“We are accelerating our premium portfolio expansion, and Off-White is a very strategic addition for us,” said Abhinav Kumar, Co-founder of Brand Concepts Ltd . “It helps us strengthen our play in the aspirational segment, especially among younger consumers who are increasingly looking for brands that go beyond traditional luxury.”
Strong momentum
The move comes at a time when India’s premium and luxury market is seeing strong momentum, driven by rising disposable incomes, global exposure and the growing influence of streetwear culture. Industry executives say consumers are increasingly seeking differentiated fashion that blends global trends with individuality, creating an opportunity for brands like Off-White.
Brand Concepts plans to open five flagship stores for Off-White over the next three years, starting with Bengaluru, followed by Delhi and Mumbai, and eventually expanding into other tier-1 cities. The company is also building an omni-channel presence to cater to both online and offline demand.
“Our plan is to have about five flagship stores across the country over the next three years,” Kumar said. “We are starting with Bengaluru, which is a natural fit given its young demographic and strong streetwear culture, and will then expand into other key metros.”
Alongside its offline push, the company is focusing on ensuring parity with global markets in terms of product availability and pricing—an issue that has historically been a challenge for international brands in India.
“We are bringing the same international collections to India and ensuring pricing is at par with global markets,” Kumar said. “The Indian consumer today is well-travelled and value-conscious, and expects the same experience as they would get abroad.”
The company’s broader strategy hinges on a mix of accessories—its legacy strength—and a growing play in apparel and adjacent categories such as footwear. While accessories will continue to contribute a significant share of revenues, newer categories are expected to gain traction over the next few years.
“We have built strong capabilities in accessories, which remains our core,” Kumar said. “At the same time, we are expanding into apparel and footwear in a calibrated manner to build a more holistic brand presence.”
Brand Concepts is also evaluating additional global partnerships as it looks to scale its portfolio while maintaining a curated approach.
“We will continue to evaluate global brand tie-ups that align with our positioning,” Kumar said. “Our focus is not on adding too many brands, but on building a strong, premium bouquet where we can create long-term value.”
Integrated model
As competition intensifies with both online platforms and global entrants eyeing India, the company is betting on its integrated model—spanning design, manufacturing, and retail—to differentiate itself.
With premiumisation emerging as a key theme in India’s fashion market, Brand Concepts’ latest bet signals a broader shift among homegrown players to move up the value chain and capture a larger share of the evolving consumer wallet.