Apparel Group India is accelerating the expansion of British menswear brand Ben Sherman across the Indian market. The company has adopted a high-speed retail rollout strategy, targeting major metros as well as emerging cities with strong consumer potential.

As part of the initial expansion, Ben Sherman has opened eight stores across Surat, Indore, Greater Noida West, Lucknow, Thane, Delhi, Bengaluru and Dehradun. The brand is also available online through platforms such as Myntra and Nykaa.

According to Tushar Ved, President of Apparel Group India, Ben Sherman is expected to become a key growth driver for the company’s menswear portfolio. The strategy focuses on building a scalable omnichannel presence across India.

The company sees growing demand for premium smart-casual menswear. Indian consumers are increasingly looking for better quality, fit and established brand heritage. Ben Sherman aims to address this demand with products positioned between professional and casual lifestyles.

Apparel Group India currently operates more than 300 stores across 50 cities, representing over 20 international brands. Its portfolio includes brands such as Victoria’s Secret, Crocs, Aldo, Charles & Keith, Bath & Body Works and Cotton On.