Brand Studio Lifestyle, the parent company of fashion brands Highlander and Tokyo Talkies, has forayed into the Middle East in a strategic partnership with Rapheal Lifestyle. The fashion brands entered the UAE market by opening three flagship stores simultaneously on 30th July 2025.
The new stores are spread across BurJuman Mall (Dubai), Sahara Centre (Sharjah), and Mega Mall (Sharjah). The Sahara Centre store is 9,000 sq.ft, and the other two stores are 5,000 sq.ft each. Conceived as destination stores for fashion-conscious consumers, the stores bring trendy, affordable fashion with an Indian sensibility.
Aside from physical store retail, the deal with Rapheal Lifestyle is intended to spearhead broader regional penetration through various retail channels in the Middle East. Brand Studio Lifestyle aims to roll out seven more stores in the region by March 2026 as part of its bigger omnichannel expansion strategy.
Shyam S Prasad, co-founder and CEO, Brand Studio Lifestyle said that their Middle East launch marks a new chapter, and they’re introducing a confident, modern Indian fashion voice to global consumers. As one of the first Indian fast fashion brands to expand globally, they hope to pave the way for others.
He further stated that the Middle East fast fashion industry is moving at a very high growth pace and is projected to expand from US $ 68.07 billion in 2024 to US $ 84.56 billion in 2025—driven by a youthful, fashion-savvy crowd, increased disposable incomes, and rising e-commerce penetration.
The global expansion follows hot on the heels of aggressive local growth, with 37 stores having been opened in India in the past nine months. The company is planning to raise that to 75 by March 2026 and is targeting 600 Shop-in-Shop points in Large Format Stores and Multi-Brand Outlets.
