Indian ethnic womenswear brand Biba has opened its first store in Japan, choosing the island nation’s capital of Tokyo to make its market debut.
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Located in Tokyo’s Edogawa City, Biba’s Japanese flagship opened its doors on March 21, making the announcement on the brand’s official Facebook page. The store gives Tokyo shoppers a chance to browse Biba’s extensive product range in person and experience the world of Biba in Japan.
“The wait is over. We are Open Now! Opening Hours: 12 pm to 7pm. Welcome Spring and add a splash of colours and culture with some stylish and comfort wear from Biba,” the caption read on social media.
Biba Tokyo opened with a launch party and discounts for shoppers. The new store houses the brand’s unique selection of kurtas, dresses, sets and fusion-style ensembles in bright patterns and traditional motifs.
Coinciding with the opening, Biba also launched a dedicated Instagram account for its Japanese market, named ‘Biba Japan’ to garner a social media following in new market. The new store also stocks Biba’s latest capsule collection named ‘Outfit of the New Year’ designed for the upcoming Hindu New Year celebrations, featuring printed cotton kurtas and sets in sunflower yellow and navy blue.
Founded in 1988 by Meena Bindra, Biba — a synonym for pretty women in Punjabi — has become synonymous with ethnic wear in India. The company boasts a distribution network of 285 exclusive-brand stores across 120 cities and is sold across 400 points-of-sales in multi-brand outlets and leading e-commerce platforms in India.
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Parent company Biba Apparels is reportedly getting ready to launch an initial public offering this year, according to FashionNetwork.com. Via the IPO, the company – backed by Warburg Pincus and Faering Capital — aims to raise between Rs 1,500 crore (US$225.5 million) and Rs 2,000 crore.