In an exclusive conversation with Manish Mandhana, MD, Mandhana Industries (Being Human), talks about the growth and expansion plans of his brand
Being Human is an iconic fashion brand operational in India for a while now, so what are the key leanings over the years?
‘Good’ fashion is what people wanted to be associated with, not just in buying the clothes but also associating with the same. Businesses based on sustainability factors such as social, economic and environmental will always have respect in the long-run as it will earn goodwill and credibility from its core customers. Being Human is working on this model, where every customer contributes to the twin causes of education and healthcare with every purchase. And this has been its key learning.
What is the brand’s current distribution in offline and online channel? How many new stores the brand is planning to open?
Currently, the brand operates 53 exclusive stores across 44 cities in India, including Ahmedabad, Jodhpur, Kochi, Mumbai, Nagpur, Delhi, Gurgaon, Noida, and Bengaluru. The brand also has exclusive stores in France, Nepal, and Mauritius. Through its LFS Partners, the brand is present in multi-brand outlets like Lifestyle, Central, Shoppers Stop in India, and in Splash and Iconic stores in Middle East. Likewise it’s available on Myntra, Koovs and Abof. The brand is planning to open at least 15 exclusive stores by FY17-18, and 100 exclusive stores in the next four years across tier-II & III cities.
How many categories the brand is retailing?
Being Human Clothing has a vast product range for men and women, which includes sweaters, denims, chinos, tracksuits, shirts, t-shirts, knits, jackets, caps, boxers, polos, hot shorts, tank tops, scarves, dresses, jump suits. The accessory range includes wallets, bags, belts and flips flops. These days sustainable (ecofriendly) fashion is in with so many fashion brands, including H&M launching eco- friendly line.
Is Being Human planning any such line?
We have a capsule collection of organic clothing that we launch every season.
Kindly share the store profile in terms of size, layout, location, etc. Also tell us about your design team.
Our store sizes average 1300 sq feet and incorporate brand’s language in its visual merchandising by using a blend of vintage and modern design elements. Currently, we have an equal share of exclusive stores and franchise stores, but the brand aims to expand its footprint via the franchise route in the future. Our design team is based out of India and Israel, and produce more than 800 designs per season.
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