Biba opens first store in Muzaffarnagar

By

Isabelle Crossley

Published
Dec 11, 2020

Ethnic wear and accessories retailer Biba recently opened its first brick-and-mortar store in Muzaffarnagar, Uttar Pradesh.

As Biba continues to expand into non-metro locations to tap into the increasing rural demand for branded ethnic wear, it made its physical debut in Muzaffarnagar, the brand announced on Facebook. 
 
The Biba store launched with the brand’s winter festive collection, featuring knitted kurtas, fusion style lounge wear, floral printed sets, and mix and match separates, among others. The store interior is designed in Biba’s signature modern and simple style with bright lighting, white flooring, and dark-hued wooden fixtures. 

After reopening its stores across India in summer after the pan-India lockdown, Biba has begun to restart its brick-and-mortar store expansion. Last month, the brand opened a store in Thrissur, Kerala and plans to continue to expand across India. 
 
Alongside its pan-India network of stores, Biba also retails from its dedicated e-commerce store, which includes sections for other product categories including sleepwear and a collaborative line with womenswear design Anju Modi. The brand, launched in Mumbai in 1988, specialises in kurtas and recently expanded into more loungewear and work-from-home wear styles, in response to evolving consumer tastes due to the pandemic.