Gen Z fashion brands Highlander & Tokyo Talkies – from the House of Brand Studio Lifestyle – have made the big leap to offline retail. The digital first brands have set high standards for intelligent data-driven fashion by providing consumer-relevant trending fashion to its target audience.
Both Highlander and Tokyo Talkies have achieved remarkable reach, delivering fashion to millions of customers across more than 20,000 pin codes and shipping 1.5 to 2 million pieces monthly. Through their D2C website and app, getketch.com, they have amassed over 3 million customers in just 2.5 years.
In their next phase of growth, Highlander and Tokyo Talkies are making their mark in the offline retail space with the opening of exclusive brand stores. FY 25 will see the launch of 100 stores, with an initial rollout of 30 across key locations in Gujarat, Maharashtra, Uttar Pradesh, Telangana, Andhra Pradesh, Delhi, and Karnataka. As of August 2024, operational stores include 10 in Gujarat, 1 in Hyderabad, and 2 in Bangalore.
Strategic Retail Plan
Brand Studio’s strategic retail plan includes both stand-alone stores for each brand and joint Highlander X Tokyo Talkies outlets. Standalone stores will range from 2,000 to 3,000 sq.ft. in malls and high streets, while combined outlets will range from 4,000 to 5,000 sq.ft., providing ample space for diverse inventory. The CAPEX for offline expansion stands at Rs 3,000 per sq.ft.
Shyam S Prasad, CEO of Brand Studio Lifestyle, said, “We are thrilled to launch Highlander and Tokyo Talkies stores. Keeping a consumer-centric approach at the forefront, our offline expansion aims to make our fashion accessible across geographies and formats, whether offline or online. Our differentiated shopping experience aligns with the Gen Z vibe, featuring weekly collection drops and a wide variety of the latest styles.”
Highlander epitomizes urban, everyday fashion for men, offering collections of casual shirts with trends like oversized, Cuban collars and textures, alongside jeans and cargos, with over 300 new styles launched weekly. Meanwhile, Tokyo Talkies is celebrated for its fast, Gen Z-led fashion, offering 600 new monthly styles in women’s western wear, catering to work, casual, party, sport, and loungewear needs.
About Brand Studio Lifestyle
Brand Studio Lifestyle Pvt. Ltd., founded in 2015 and based in Bangalore, Karnataka operates as a House of Fashion Brands that offers a diverse range of fashion clothing under 6 brands ― Highlander, Tokyo Talkies, Vishudh, Ketch, Locomotive and Hoop. In 2021, the company introduced Getketch.com and launched its D2C website and app. Brand Studio Lifestyle champions consumer-centric fashion trends through digital platforms.
This year, Brand Studio Lifestyle ventured into the Middle Eastern with online stores through partnerships with e-commerce giants like Styli, Noon, Namshi, and Centerpoint. Their merchandise is now available in the UAE, Saudi Arabia, Bahrain, Kuwait, Qatar, and Oman.
The company has plans to introduce more categories and products. Additionally, it is setting its sights on establishing a presence in South & South East Asia, as well as exploring opportunities in European markets, as part of its global expansion plan.
