Bagline, a bag and accessories store supported by Brand Concepts, is moving into its next growth stage. They plan to go deeper into South India, improve their online and offline game, and introduce Off-White and Superdry to the Indian market. Started in 2007 selling back-to-school items, Bagline now sells travel gear, handbags, leather items, and cool accessories, fitting right into India’s growing online retail scene.
Over time, Bagline shifted from kids’ stuff to fashion, building a collection of brands from around the world along with their brands. Now, they sell Tommy Hilfiger, United Colors of Benetton, and Juicy Couture, plus their brands like The Vertical and Sugarush. This switch shows how India’s online brands are changing, with accessories and travel gear seen as fashion pieces instead of just things you need.
Bagline’s online and offline plan is helping them grow. They have 56 stores in India and a network of over 2,000 places where you can find their items, like department stores. They’re also present on shopping websites and have their online stores, strengthening their spot in India’s online business space. About 55% of their money comes from stores, and 45% comes from online sales.
Bagline already has a presence in northern, western, and central India. Now, they’re focusing on South India, aiming for smaller cities where people are buying things. With more money to spend, exposure to social media, and a desire to buy fancy products, people want brands beyond the big cities.
The launch of Off-White and Superdry will be a big deal for Bagline. Off-White will start with stores in big cities like Bengaluru, Delhi, and Mumbai, and will also be online from the beginning. Superdry accessories will be sold in existing stores, online, and in big retail spots, with a store just for bags and travel gear coming later in the year.
Besides accessories, Bagline is trying out new things like clothing and shoes, using Juicy Couture and Off-White. Instead of adding brands quickly, they’re working on growing what they have and improving their supply chain, marketing, and distribution. Bagline wants to grow by 15–20% over the next three years, focusing on building value for the long haul.
In an online retail world that values a strong online and offline presence, cool brand stories, and premium products, Bagline’s approach shows they understand what Indian customers want. By using brands from around the world, a solid offline reach, and a strong online presence, they’re setting themselves up as a lasting player in India’s premium accessories and lifestyle market.
