Being Human Clothing was founded in 2012 to further the objective of Being Human – The Salman Khan Foundation, a charitable trust devoted to education and healthcare initiatives for the underserved population in India. Today, this cPurpose led brand has caught on the limelight in not only India, but also in South Asia.
Keeping the buzz and the good work alive, Being Human takes the first step in UAE to pursue further their international expansion journey. The latest on the brand’s route map is Dubai and much as expected, Being Human opened its first Dubai store to public on 31st August 2023.
Gracing the occasion actor Arbaaz Khan, Salman Khan’s brother exclusively spoke about how the brand had started to garner a strong following in the Middle East, much before it was launched in Dubai. He said, “Dubai has been a favourite destination for Salman, always. It holds a special place in our hearts. Just the teaser campaign had garnered so much of traction among the consumers that we are hopeful we will have a smooth run here. Stepping into Dubai was a natural move for us post our 100+ store run in India. So, while we wait to expand across the Middle East, we are pretty sure that Dubai will help us understand the market better and give us a healthy understanding of what works and what doesn’t”.
From shopping in Dubai to giving people access to their own brand for shopping is an ecstatic feeling for the actor and his family. He is hopeful that the audience base who relates to Salman’s fashion and style sensibilities will find their niche and comfort with Being Human.
Creating the perfect spot
A sprawling 2500 sq. ft. in size, the Being Human store is strategically located in Deira City Centre shopping mall. An influential landscape, City Centre Deira brings a confluence of customers from all age groups and ethnicity. “The store has a very fresh, new look. It is a dramatic upliftment from the identity we have had so far in India. It’s custom-designed to carry a lot of upcycled elements. The store has furniture that has been designed using upcycled fabrics, as have other elements in the store including parts of the store façade. The store’s façade is nearly 150 feet long, which is one of the longest in the mall. There are windows all around and it also has a lounge area. There is a gazebo in the store, the merchandise is artfully decorated all around and has a product highlight zone” the COO of Being Human, Vivek Sandhwar spoke to us about the unique aspects of the store during the launch.
Eyeing the globe
Further, explaining the growth plans Sanjeev Rao, Chief Executive of Being Human Clothing mentioned that the brand is planning 3 stores in Dubai before the financial year closes. “The first store is opening now, two months later we have a second store planned and third store will be launched in January.”
He said Being Human is looking at launching approximately 15 stores in Saudi Arabia in a year’s time. Aside from this, the brand is opening 3 stores in Canada before the end of FY23-24. “Canada was a natural choice for us because there is a large Indian population there and brand awareness for Being Human there is very high. Canada is a very conscious country in terms of consuming – much ahead of the curve from most of the world. When we did our research on Canada as a potential market, we felt that there was a very healthy demographic mix there in terms of brand aware people and people who would embrace our conscious line and initiatives,” he added.
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