Bengaluru: Global lifestyle brand Beverly Hills Polo Club has established a wholly owned subsidiary in India as it looks to sharpen control over brand positioning, distribution, and consumer experience in one of its key growth markets.
The move marks a transition from a licensing-led structure to a franchise-operated platform, with the company betting on a multi-channel retail expansion strategy spanning exclusive brand outlets, department stores, and multi-brand retail.
As part of the strategy, BHPC has partnered with RJ Corp to scale its exclusive brand outlet (EBO) network in India, while also deepening its department store presence through an expanded shop-in-shop rollout with Shoppers Stop.
The company also plans to widen its multi-brand outlet footprint to tap demand in emerging cities, reflecting the broader push by global fashion and lifestyle brands to strengthen offline distribution in India amid rising premiumisation trends.
“India is not just a growth market, it is a strategic global priority for us,” said Ajay Bindroo, Managing Partner, Beverly Hills Polo Club. “Moving to a franchise model allows us to take mutual ownership of our brand narrative, deepen market engagement, and execute with precision.”
The brand said the new operating structure would allow greater consistency across channels and improve scalability as it builds a larger retail ecosystem in the country.
BHPC also indicated that while physical retail remains its immediate growth driver, ecommerce and direct-to-consumer channels will become an important part of its long-term India strategy.
“India represents one of the most compelling growth markets for the Beverly Hills Polo Club brand,” said Eli Haddad, Founder, Beverly Hills Polo Club, adding that the company sees a long-term opportunity in the country’s evolving consumer landscape and affinity for global lifestyle brands.
RJ Corp Director Varun Jaipuria said the partnership comes at a time when demand for premium lifestyle brands in India is accelerating. “India’s appetite for premium lifestyle brands has never been stronger and Beverly Hills Polo Club resonates deeply with the Indian consumer,” he said.
Kavindra Mishra, MD and CEO of Shoppers Stop, said the partnership would strengthen the retailer’s premium lifestyle portfolio.
