Rhea Chakraborty's clothing brand ‘Chapter 2' goes offline; eyes 10–15 stores in 12 months
New Delhi: Bollywood actress Rhea Chakraborty and her brother Showik Chakraborty are eyeing to open 10 - 15 outlets for their unisex streetwear brand 'Chapter 2' over the next 12 months.
The sibling duo, who co-founded the brand in August 2024, opened their first retail experience store in Bandra, Mumbai, on Friday.
'Offline was always part of the vision - not just retail, but a space to belong,' said Rhea in an interaction with ETRetail. 'We're building experience centres, not just stores - with coffee corners, DIY sections, and hangout spaces that reflect the soul of the brand,' she added.
Interestingly, Chapter 2 is targeting non-metro cities for its next phase. 'Our core audience is in tier 1 and 2 cities such as Jaipur, Bhopal, Raipur - where we've seen strong organic traction,' said Showik. 'We want these stores to be culture hubs, a space to connect, not just consume.'
Backed by
Kishore Biyani
and his daughter Ashni, Chapter 2 currently sells exclusively via its D2C website. The brand has gained steady traction online and now clocks Rs 50 lakh plus in monthly revenue, with a 20-25 per cent month-on-month growth rate.
Rhea and Showik, both first-time entrepreneurs with no background in fashion or business, say the brand was born from a dark chapter in their lives and has now evolved into their purpose. 'We didn't just want to sell clothes. We wanted to create something that felt like a warm hug for people who feel like they don't fit in,' Rhea said.
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