Apparel Group has announced the addition of two international fashion brands, BCBG and Ben Sherman, as part of a strategic expansion of its India portfolio.
BCBG, short for Bon Chic, Bon Genre, is an American fashion brand offering a range of women’s apparel, including dresses, suits, tops, outerwear, footwear and accessories. The brand also has a runway collection, offering couture-inspired designs for everyday wear as well as an evening wear collection. The brand is sold through its own retail stores, online channels and department store partnerships.
Ben Sherman is a British clothing brand known primarily for its men’s shirts, particularly the button-down Oxford shirt. Over time, its product line has expanded to include casualwear, tailoring, footwear and accessories. Ben Sherman operates in several international markets and has maintained a presence in both standalone stores and through retail partnerships.
Collections from these brands will now be available to Indian consumers on Myntra and other e-commerce sites.
Tushar Ved, President of Apparel Group India, stated that the launch of BCBG and Ben Sherman in India underscores the company’s commitment to delivering world-class fashion and an elevated shopping experience. According to Ved, these brands align perfectly with Apparel Group India’s vision of offering premium, authentic, and globally celebrated fashion to the dynamic Indian market.
Abhishek Bajpai, CEO of Apparel Group India, emphasised that the introduction of BCBG and Ben Sherman goes beyond launching two fashion labels; it brings to India design legacies defined by authenticity, creativity, and a strong heritage of craftsmanship.
