BIBA Launches 35th Flagship Store with New Retail Identity in Ambience Mall, Vasant Kunj

Women’s ethnic wear brand BIBA launched its flagship store at the Ambience Mall in Vasant Kunj, New Delhi, resuming its offline expansion, along with few others who continued their growth momentum during the global health crisis and economic slowdown.

This is the brand’s 35th flagship store in the country and 34th in Delhi NCR. While the pandemic hit every industry and sector including retail and fashion, BIBA continued its expansion spree and launched new stores across the country throughout 2020 post lockdown.

BIBA has come a long way since its inception – from being a salwar kameez brand to becoming a fashion label that has successfully diversified into various segments including footwear, jewelry, face masks, loungewear, and most recently added athleisure to the bottom wear offering.

With the launch of the new flagship store in Vasant Kunj, BIBA has hit the 290th store count.

The ethnic wear major has also launched its Brand Song #BeatsofBIBA at the newly opened store. Brand songs have been used by brands globally as music breaks the clutter and connects people emotionally. BIBA realized the importance of using music and dance for greater brand recognition and utilizing it as an effective strategic tool to connect with its consumers by standing true to its name – which is a Punjabi endearment for a pretty girl. The song #BeatsofBIBA is a peppy number celebrating women for what they are.

The new flagship store spreads across 3,500 sq.ft. and features the latest festive as well as Summer/ Spring 2021 collection to keep consumers hooked. The Vasant Kunj store has a new and interesting range including Work Vogue (an exclusive workwear collection) and BIBA Chic (boasting of long Indie dresses, 3-piece boho sets, skirts, tunics, etc.) targeted at the younger women. The store offers a variety of mix-and-match, fusion sets, Indie trilogy pieces, classic anarkalis, boho dresses, gorgeous gararas, reversible dupattas, accessories, BIBA girls’ collection, and the footwear collection.

The beautifully designed store has an attractive facade that entices customers and onlookers alike. A large-scale digital screen at the store visually engages the customers and provides a seamless shopping experience, while showcasing the BIBA imagery and the featured products. The special attractions of the new flagship store are that it has crafted signature displays and a feature ceiling to provide customers with a glamorous experience. There are digital photo-frames for active content that brings the products to life.

Siddharath Bindra, Managing Director, BIBA, said, “We are delighted to launch the new store design with this flagship store in Vasant Kunj. This store has been designed by FITCH, creating unique experiences while bearing the brand’s signature in mind. The store design allows customers to browse through various product categories with ease and we ensure their experience is a fantastic one. It is the brand’s commitment to the Indian market that we have been able to spread our wings across the country during the pandemic. Our loyal customers, especially people from Delhi/NCR, have always showered love and support to us. We are thankful to them for placing their trust and confidence in BIBA, and I am quite hopeful that customers will visit the store and enjoy shopping with us.”