Co-Founder & CEO Brand Concepts Ltd
Brand Concepts Ltd., established in 2007 and headquartered in Indore, has firmly positioned itself as a key player in the Indian fashion and lifestyle sector. A publicly listed company on both the NSE and BSE, Brand Concepts has made a significant mark in the manufacturing and retailing of bags, travel gear, and fashion accessories for both the Indian and international markets. The company's portfolio includes partnerships with global brands like Tommy Hilfiger Travel Gear, United Colors of Benetton, and Aeropostale, alongside its homegrown labels, Sugarush and The Vertical. Known for its diverse offerings ranging from stylish handbags and wallets to durable backpacks and travel gear, Brand Concepts aims to blend trend-driven design with accessible fashion.
Recently, Brand Concepts marked a key milestone by launching India's first Exclusive Brand Outlet of Juicy Couture in Lucknow, bringing the iconic Los Angeles-based fashion label to the Indian retail landscape. In this exclusive interview with Fibre2Fashion, Co-founder & CEO Abhinav Kumar shares insights into the company's remarkable journey, its strategic partnerships, and its vision for the future of fashion retail in India.
Brand Concepts has had an impressive journey since 2007. What have been the most defining milestones in your evolution as a fashion and lifestyle player?
Brand Concepts' journey since 2007 has been one of strategic pivots, bold bets, and consistent category leadership. We started with character licensing, partnering with names like Rocky S and Cartoon Network for school bags; however, our defining shift came in 2010 when we secured the license for Tommy Hilfiger in the travel gear and small leather goods segment. That marked our entry into premium fashion accessories.
In 2012, we took the retail plunge with BAGLINE, our first multi-brand store in Ludhiana, and quickly gained traction in large-format stores. By 2014, we introduced our own brands Sugarush and The Vertical to meet the evolving needs of women and men, respectively.
Between 2015 and 2017, we expanded our portfolio, added celebrity-led campaigns, and brought in new licenses like AND and Global Desi. A major milestone came in 2018 with our IPO, followed by listing on the NSE mainboard in 2022.
Since then, we have scaled our retail footprint, added global names like United Colors of Benetton and Aeropostale, entered quick commerce with platforms like Zepto, and most recently, ventured into the super-premium space with Juicy Couture and Off-White.
Every milestone has been about aligning with the changing aspirations of Indian consumers, and that continues to define our journey.
How has your partnership with global brands like Tommy Hilfiger Travel Gear, United Colors of Benetton, and now Juicy Couture, shaped your product portfolio and positioning in India?
Our partnerships with these global brands have been instrumental in shaping our identity as a premium fashion and lifestyle player in India.
Tommy Hilfiger brought timeless American style and established us in the premium accessories space. UCB added youthful vibrancy and everyday global fashion to our mix. With Juicy Couture, we're now stepping into the super-premium segment by bringing a bold, glamorous edge to our portfolio.
Each brand brings a distinct personality, allowing us to serve diverse consumer aspirations across price points and styles, without brand overlap. These collaborations have not only elevated our product offerings but also helped us build a strong foundation of trust, authenticity, and international appeal.
Today, Brand Concepts proudly stands as a 'house of brands', curating global and homegrown labels under one roof, especially through our BAGLINE stores, which continue to redefine fashion accessory retail in India.
What is your approach when identifying which international brands to bring to the Indian market? What makes a brand the right fit?
Bringing an international brand to India is not just about licensing, it is about finding the right cultural and commercial fit. At Brand Concepts, we start by identifying market gaps, whether it is a missing aesthetic, price point, or category. We look for brands that already carry aspirational value among Indian consumers, even if their presence has only been through global exposure or grey markets.
The right brand must align with our core fashion and lifestyle accessories and complement our existing portfolio without overlap. We also evaluate whether the brand can scale and adapt to Indian preferences, be it in terms of design, climate, or sizing.
Equally important is alignment with the licensor's vision. We believe in long-term, collaborative partnerships where both sides are equally invested in growing the brand locally.
At the end of the day, it is about curating a portfolio that not only excites the consumer but also builds a consistent and elevated fashion experience.
Could you elaborate on your collaboration with Authentic Brands Group and how it has helped in launching Juicy Couture in India?
At Brand Concepts, we take pride in being the true custodians of every brand we represent. We uphold and protect the brand's global identity, design language, and marketing ethos with unwavering consistency in the Indian market. Our teams work in close collaboration with the brand principals/licensors to thoughtfully interpret and adapt these global guidelines to suit the cultural and commercial nuances of India.
We benefit from the strategic acumen of our brand partners and licensors, drawing on their global market experience to shape our India-specific brand strategy. Their insights empower Brand Concepts to make informed decisions and align with international benchmarks while navigating the dynamic Indian retail landscape.
Being aligned with globally respected entities such as Authentic Brands Group (ABG) reinforces confidence in Brand Concepts. Our proven capabilities in launching, scaling, and sustaining international lifestyle brands in India make us a trusted partner in the market.
With Juicy Couture, we are not just introducing a label, we are creating an aspirational lifestyle experience that blends global glamour with local relevance.
Tell us more about your in-house brands, Sugarush and The Vertical. How are they positioned differently from your licensed offerings?
Our in-house brands, Sugarush and The Vertical, were created to fill a very specific gap in the market for fashion-forward, functional accessories at accessible price points for the style-conscious Indian consumer.
While our licensed brands like Tommy Hilfiger, UCB, and Juicy Couture cater to the premium and super-premium segments with global design language and aspirational appeal, Sugarush and The Vertical are rooted in local relevance. They allow us greater creative flexibility to respond to Indian trends, colour preferences, and everyday functionality.
Sugarush focuses on stylish yet affordable handbags for women, while The Vertical caters to men with smart, durable backpacks and travel gear. These brands are agile, homegrown, and built for a wider audience, distributed through BAGLINE stores, online platforms, and multi-brand outlets.
Together, they enable us to serve both ends of the fashion spectrum from global icons to everyday essentials, under one roof.
What made Lucknow the ideal choice for launching Juicy Couture's first exclusive brand outlet in India?
Lucknow was a deliberate choice for Juicy Couture's India debut. As a rising tier-2 city with increasing disposable income and a fashion-conscious, aspirational audience, it reflects the growing appetite for global premium brands beyond metros.
Opening at Phoenix Palassio provided the right mix of luxury ambience and high-footfall visibility. And as a city known for its 'royal' heritage and refined taste, Lucknow aligns beautifully with Juicy Couture's glamorous and playful aesthetic.
It is where tradition meets aspiration, making it the perfect stage for a brand like Juicy to shine.
Do you plan to expand Juicy Couture stores to other cities in India? If so, which markets are next?
Yes, we plan to expand Juicy Couture across India. After a promising start in Lucknow, we are looking at a strategic mix of metros and high-potential tier-2 cities for our next phase.
Metros like Delhi, Mumbai, Bengaluru, and Hyderabad are natural choices, given their established appetite for luxury retail. At the same time, tier-2 cities like Pune, Ahmedabad, Chandigarh, Jaipur, and Coimbatore are firmly on our radar; they reflect the same blend of rising affluence and fashion-forward thinking we saw in Lucknow.
We are aiming for a phased rollout of 8–10 exclusive brand outlets over the next two years, carefully balancing reach with relevance, and expanding product categories as we grow.
We are excited to build a strong retail footprint that brings Juicy Couture's global charm closer to Indian consumers.
How do you differentiate Brand Concepts' offerings in the highly competitive fashion accessory space, especially with global and domestic players in the mix?
In a space crowded with both global giants and homegrown challengers, our strength lies in how we have built Brand Concepts as a curated 'house of brands' balancing international icons like Tommy Hilfiger, UCB, and Juicy Couture with our agile in-house labels, Sugarush and The Vertical.
BAGLINE, our multi-brand retail format, brings this entire universe under one roof online and offline, offering consumers convenience, choice, and consistency.
What truly sets us apart is our ability to blend global design sensibilities with local relevance. We adapt swiftly to Indian consumer preferences while maintaining the authenticity of each brand. Our omnichannel presence ensures seamless accessibility, and our focus on quality, design, and storytelling makes every product more than just an accessory; it becomes an experience.
With growing domestic manufacturing capabilities and strategic marketing partnerships, we are not just competing, we are shaping the future of India's fashion accessory space.
What role does omnichannel retail play in your business strategy?
Omnichannel retail is a core pillar of our growth strategy at Brand Concepts. It allows us to deliver a seamless and unified brand experience across physical BAGLINE stores, our D2C platform, and third-party marketplaces. Whether a customer browses online, walks into a store, or chooses click-and-collect, we ensure their journey is smooth and connected.
This approach has significantly widened our reach, especially into tier-2 and tier-3 cities where physical presence may be limited initially. At the same time, it caters to metro consumers who expect the flexibility to explore, engage, and purchase across platforms. It is also helping us build stronger customer relationships through loyalty programmes like Bagline Select.
Behind the scenes, omnichannel enables better inventory management, reduces stock inefficiencies, and gives us real-time consumer insights that drive smarter merchandising and marketing. Ultimately, it reinforces our identity as a modern, customer-centric lifestyle brand built for today's evolving shopper.
How do you see the Indian consumer's preferences evolving when it comes to fashion accessories and travel gear?
The Indian consumer has evolved dramatically; accessories and travel gear are no longer seen as just functional but as key expressions of personal style. There is a rising preference for branded products, both international and homegrown, driven by aspiration, social media, and a growing awareness of global fashion trends.
We are witnessing a stronger tilt towards quality over quantity. While price sensitivity still exists, consumers are increasingly willing to invest in well-crafted, durable, and aesthetically appealing products that reflect their lifestyle and values. This is especially true among young professionals and urban millennials who seek both style and substance.
Functionality is now expected to go hand-in-hand with design. From multi-functional backpacks with laptop compartments to ergonomic, lightweight travel gear, there is a demand for products that are both versatile and comfortable. We are also seeing the lines blur between formal and casual, with athleisure-inspired accessories gaining traction.
Sustainability, though still emerging, is gaining ground. Consumers are becoming more mindful, seeking ethically sourced, eco-friendly options, and even limited-edition or personalised products that feel unique. This evolving mindset is pushing brands to be more agile, responsible, and emotionally connected with their audiences.
What are the key factors brands should consider when localising global fashion trends for the Indian market?
Localising global fashion trends for India is about striking the right balance between aspiration and authenticity. It starts with understanding our consumer, what they wear, when they wear it, and how they use it. Whether it is offering vibrant colours, functional features like multiple compartments, or materials that suit Indian weather, every product detail must align with local needs without compromising the brand's global identity.
Equally important is cultural relevance and communication. From incorporating occasion-based design cues to curating price points that reflect value, Indian consumers respond best when a brand speaks their language visually, emotionally, and practically. Marketing that taps into local storytelling and influencers helps global brands feel familiar, yet aspirational.
What challenges do you see in balancing premium positioning with mass market accessibility in India's fashion sector?
Balancing premium positioning with mass market accessibility is one of the most delicate challenges in India's fashion sector. On one hand, there is immense opportunity in reaching a broader consumer base; on the other, there is the constant risk of brand dilution if exclusivity is not carefully managed. Striking this balance means maintaining the aspirational value of a brand while making it more available, without making it feel commonplace.
At Brand Concepts, we approach this through a clear brand-tier strategy. Our licensed international labels like Tommy Hilfiger and Juicy Couture are positioned firmly in the premium and super-premium space, placed strategically in luxury malls or premium platforms like Tata CLiQ Luxury. In contrast, our in-house brands, Sugarush and The Vertical, are built for accessible fashion, offering stylish, quality products at approachable price points through platforms like BAGLINE.
By aligning product design, pricing, and distribution channels with each brand's identity, we ensure clarity in positioning. This allows us to expand reach without compromising perception. It is not just about who you reach, but how you show up in every interaction that truly defines a brand's place in the market.
How are D2C trends changing the traditional retail model for fashion and lifestyle brands in India?
D2C is fundamentally reshaping how fashion and lifestyle brands connect with consumers in India. It empowers brands to own the customer relationship, gather first-party data, and deliver more personalised experiences, all while bypassing traditional retail intermediaries. This direct line also means quicker feedback loops, faster trend adaptation, and the ability to test and launch collections more swiftly.
For us at Brand Concepts, D2C has become a strategic growth driver. We are investing significantly in our platform bagline.com, while also building strong partnerships with marketplaces and quick commerce platforms. This not only helps us reach consumers across geographies but also gives us complete control over storytelling, pricing, and product visibility.
While D2C is thriving, we believe the future lies in a hybrid model combining the depth of digital with the experience of physical retail. By integrating both channels seamlessly, we are able to serve our consumers wherever they are, and however they choose to shop.
What are your key focus areas for the next 2–3 years in terms of operations, new categories, or international expansion?
Over the next 2–3 years, our focus is firmly set on expanding reach, deepening our brand portfolio, and building operational strength. We are aggressively growing our retail footprint with a clear goal of scaling BAGLINE to 100 stores, while continuing to roll out exclusive outlets for our marquee licensed brands like Juicy Couture and Tommy Hilfiger Travel Gear. Metro cities remain key, but the real growth story lies in tier-2 and tier-3 markets.
We are also looking to diversify both by adding new international brands and exploring adjacent lifestyle segments. Our recent foray into apparel with Off-White is a reflection of that intent. Parallelly, we are investing in domestic manufacturing, especially through our Indore facility, to ensure quality control, faster go-to-market, and stronger supply chain resilience.
Digitally, we are doubling down on bagline.com and scaling up our presence across e-commerce and quick commerce platforms. This growth will be underpinned by data-driven insights and an increasing focus on sustainability, ensuring that our evolution keeps pace with both consumer expectations and global trends.
How do you see tier-2 and tier-3 cities contributing to the next wave of growth in India's fashion retail landscape?
Tier-2 and tier-3 cities are no longer emerging markets; they are fast becoming epicentres of fashion retail growth in India. Rising disposable incomes, greater digital exposure, and aspirational consumption are fuelling demand for both national and international brands. These consumers are brand-aware, style-conscious, and eager to invest in quality.
What makes these markets even more attractive is their untapped potential and cost-efficiency. Lower operational costs, improved infrastructure, and the spread of modern retail formats like malls create the perfect ecosystem for expansion. The shift in lifestyle preferences and even reverse migration from metros are further accelerating this trend.
At Brand Concepts, we saw this early on. Our decision to launch Juicy Couture's first exclusive brand outlet in Lucknow is a clear reflection of our belief in the power of India's next-gen cities. For us, they are not just the next frontier; they are the present opportunity.
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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