Over the course of the upcoming year, Bollywood actress Rhea Chakraborty and her brother Showik Chakraborty plan to launch 10 to 15 stores for their unisex streetwear line, ‘Chapter 2’. The brand was co-founded by the siblings in August 2024, and on 23rd May, they established their first retail experience store in Bandra, Mumbai.
“The idea of offline—not just retail, but a place to belong—was always there,” Rhea said. She went on to say, “We’re creating experience centres, not just stores, with DIY areas, coffee nooks, and hangout areas that capture the essence of the brand.”
The second phase of Chapter 2 will focus on non-metro cities. According to Showik, Tier-1 and Tier-2 cities like Jaipur, Bhopal, and Raipur are home to the core audience and have demonstrated a strong organic traction.
Currently, Chapter 2 sells only through its direct-to-consumer website, supported by Kishore Biyani and his daughter Ashni. With consistent online development, the brand currently generates over Rs. 50 lakh (US $ 58, 000) in sales each month, growing at a rate of 20–25 per cent each month. First-time business owners Rhea and Showik, who have no prior experience in fashion or business, claim that the brand was inspired by a difficult moment in their life and has since grown to serve their goals.
