Leading fashion and lifestyle conglomerate Apparel Group has announced a strategic expansion of its India portfolio with the introduction of two globally celebrated fashion brands: BCBG and Ben Sherman. This launch reinforces Apparel Group’s commitment to shaping the country’s premium retail narrative by delivering elevated fashion experiences and timeless global aesthetics to Indian consumers.
“India’s fashion landscape is rapidly evolving, with a growing appetite for global brands that offer both timeless style and unique heritage,” said Tushar Ved, President of Apparel Group India. “The launch of BCBG and Ben Sherman in India is a testament to our commitment to bringing world-class fashion and an elevated shopping experience to the Indian consumer. These brands perfectly align with our vision to deliver premium, authentic, and globally celebrated fashion to this dynamic market.”
Commenting on the launch, Abhishek Bajpai, CEO of Apparel Group India, added, “The Indian luxury fashion consumer is evolving; they are curious, global in taste, yet deeply appreciative of timeless style. With BCBG and Ben Sherman, we are not just introducing two fashion brands; we are bringing in design legacies that resonate with authenticity, creativity, and a heritage of craftsmanship.
About BCBG: Founded in 1989 in Los Angeles by designer Max Azria, Maison BCBG is named for the popular French expression “BON CHIC, BON GENRE” — the idea that a good attitude is the basis of good style. Today, Maison BCBG consists of four distinct brands: BCBGMAXAZRIA, BCBG, BCBG GENERATION, and BCBG GIRLS.
Renowned for its red-carpet glamour, sleek tailoring, elegant silhouettes, and sophisticated evening wear, BCBG makes its highly anticipated India debut. The brand will cater to the modern Indian woman seeking elevated wardrobe essentials that transition effortlessly from day to night, embodying a blend of contemporary style and timeless elegance.
About Ben Sherman:
Ben Sherman is an iconic British lifestyle brand that has defined modern menswear since 1963. Founded by Arthur Benjamin Sugarman, the brand first made waves with its signature short-sleeved, button-down shirts—an instant favorite among the stylish youth of the ’60s.
Rooted in its rich shirt-making heritage, Ben Sherman has evolved into a complete menswear label offering shirts, sweaters, suits, outerwear, shoes, and accessories. Worn proudly by generations of artists, rebels, and cultural tastemakers, Ben Sherman is more than just fashion—it’s a symbol of self-expression through music, art, and youth culture.
From the mod movement to today’s modernists, the brand continues to inspire through its global artist foundry, staying true to its British spirit while speaking to a new era of individual style.
Known for its signature button-downs and commitment to creativity and self-expression, Ben Sherman’s entry is perfectly timed to tap into the evolving fashion sensibilities of the Indian male consumer.
Indian shoppers can now access these carefully curated collections on Myntra and other major e-commerce platforms. Each piece maintains its renowned global essence while resonating with local tastes.
This strategic partnership with these brands underscores Apparel Group’s steadfast expansion of its retail footprint, solidifying its position as an epicentre of global fashion in the GCC and India. Together, they are set to elevate the fashion landscape in the region, setting new benchmarks for what consumers can expect from premium international brands.
About Apparel Group India
Apparel Group is a global fashion and lifestyle retail conglomerate residing at the crossroads of the modern economy – Dubai, United Arab Emirates. Today, Apparel Group caters to eager shoppers through its 2300+ retail stores and 85+ brands on all platforms while employing over 27,000+ multicultural staff.
Apparel Group has carved its strong presence in the GCC and expanded thriving gateways to market in India, South Africa, Singapore, Indonesia, Thailand, Malaysia, and Egypt. Additionally, clear strategies are in place to enter emerging markets such as Hungary and the Philippines.
Apparel Group India has created an omnichannel experience, operating brands originating from the USA, Canada, Europe, Australia, and Asia. The brands include leading names in fashion, footwear, and lifestyle such as Victoria’s Secret, Victoria’s Secret PINK, Charles & Keith, Crocs, Aldo, Aldo Accessories, Bath & Body Works, Tim Hortons, Inglot, Call It Spring, Anne Klein, Herschel, R&B, Beverly Hills Polo Club, and Carrefour. Apparel Group also has a multi-brand partnership with Marquee Brands for the licensing of the BCBG, Ben Sherman, Bruno Magli, Sur la Table, and Martha Stewart brands across GCC and India. With 250+ stores and 20+ brands, the company serves thousands of customers across 43 cities in India.
Apparel Group owes its growth to the vision and guidance of its dynamic Founder & Chairwoman, Sima Ganwani Ved, who has taken the company from strength to strength since its inception in the last two decades.
