Written By: Khushboo Verma

India's menswear market hit USD 20.4 billion in 2024. It will reach USD 38.8 billion by 2033,  growing at 7.4% annually (IMARC Group). Young buyers want trendy clothes at low prices, and Highlander delivers exactly that. This growth has created space for brands offering trendy designs at affordable prices. Highlander is one such brand that has built a strong presence in the youth menswear segment. For entrepreneurs exploring fashion retail opportunities, understanding the Highlander franchise cost and business model is essential before making any investment decision.

The Growth of Youth Menswear in India

Menswear is one of India's most stable retail segments. Over the past five years, demand has grown consistently across metros and Tier 2 cities. Several factors are driving this:

• Rapid urbanisation and a young working population
• Growing adoption of casual and semi-casual fashion
• Strong e-commerce penetration and fast-fashion trends
• Higher purchasing power among first-time job holders
• Preference for branded wear over unorganised retail

Over 65% of Indians are below 35 years of age. This young population directly benefits youth fashion brands. The next growth phase comes from Tier 2 and Tier 3 cities, driven by rising incomes, internet penetration, and social media influence. These trends have helped youth-focused brands gain popularity across the country.

Understanding the Highlander Franchise Brand

Highlander is owned by Brand Studio Lifestyle Pvt. Ltd., a Bengaluru-based company founded in 2015. The parent company also operates Tokyo Talkies, Vishudh, Ketch, Locomotive, and other fashion labels. Together, these brands have built a strong presence in the affordable fashion segment.

The brand gained visibility on major e-commerce platforms like Flipkart and Myntra. It built a reputation for trend-driven, fast-moving fashion that appeals to young buyers. The product range covers shirts, denim, joggers, t-shirts, jackets, cargo pants, and casual trousers. The target audience is consumers between 16 and 35 years of age.

Key brand highlights:

• Most products priced affordably in the Rs 399 to Rs 1299 range
• Strong presence on Flipkart and Myntra with established brand recall
• Regular collection updates ensuring customers find fresh styles
• Quick turnaround times on trend-driven designs
• Focus on youth-centric casual and semi-casual fashion

The brand's affordable pricing strategy ensures continuous walk-ins and high repeat purchases, making it attractive for franchise investors.

Why Offline Stores Matter in 2025-26

Highlander gained recognition online. Now, the next growth stage comes from physical stores. Fashion brands across India are using a hybrid strategy that combines digital reach with organised retail benefits. Customers browse products online but prefer to try and buy from physical stores, especially for apparel.

Offline stores deliver key benefits:

• Increase customer engagement and build trust
• Create stronger brand identity in local markets
• Improve inventory planning based on regional demand
• Reduce return rates compared to online sales
• Expand reach beyond e-commerce channels

Brand Studio Lifestyle opened its 40th store in India in September 2025 (Inside Retail Asia). The company aims to open 75 exclusive stores by March 2026. The JP Nagar flagship store in Bangalore spans 12,000 sq. ft. and serves as a template for future large-format stores. This aggressive expansion shows the company's confidence in offline retail growth.

Store Formats and Space Requirements

Highlander follows a flexible store layout suitable for both high streets and mall environments.

Store Size Options:

• Mid-sized stores: 2,000 to 3,000 sq. ft.
• Combined stores (Highlander + Tokyo Talkies): 4,000 to 5,000 sq. ft.
• Flagship stores: 8,000 to 12,000 sq. ft.

Store Formats Available:

• Exclusive Highlander brand outlets
• Joint Highlander X Tokyo Talkies stores
• Shop-in-shop formats (600 planned across large format and multi-brand outlets)

Other Requirements:

• Staff: 4 to 8 employees depending on store size
• Best locations: High-footfall markets, malls, fashion clusters

This multi-format approach gives franchise investors flexibility in choosing a model that suits their budget and location.

Investment Overview: Breaking Down the Highlander Franchise Cost

Fashion franchise investments depend on store size, city category, and interior specifications. Based on industry standards for similar youth fashion brands, the estimated Highlander franchise cost includes:

The above estimates are based on industry standards for similar youth fashion franchises.

This makes the Highlander franchise cost accessible for first-time retail entrepreneurs compared to premium labels that require Rs 50 lakhs or more. The investment is spread across setup, inventory, and working capital, allowing investors to plan their finances better.

Profit Margins and Expected Returns

The success of a fashion franchise depends on how fast products sell, rent-to-revenue ratio, and seasonal demand patterns.

Expected Financial Performance:

• Gross Margin: 35 to 45%
• Average Monthly Revenue: Rs 6 to 12 lakhs (for a stable store)
• Net Margin: 10 to 15% (after rent, salaries, utilities, and other expenses)
• Breakeven Period: 12 to 24 months

Factors That Speed Up Stabilisation:

• Stores near colleges, coaching centres, or IT hubs
• Locations on busy high streets with consistent footfall
• Areas with strong youth population

Revenue Consistency:

Frequent collection updates keep customers coming back. Affordable pricing supports high-volume sales year-round. This reduces dependence on festive seasons alone, creating more stable monthly revenue streams.

Why Investors Choose Highlander

Strong Youth-Focused Positioning

Consistent, trend-driven designs keep the brand relevant in a segment where preferences change quickly. The brand understands what young consumers want and delivers accordingly.

Low Price Points

Products priced Rs 399-1299 ensure continuous footfall. This reduces dependence on discounts and festive seasons.

Fast-Moving Inventory

Regular collection refreshes support high turnover and reduce storage costs. This also keeps customers coming back for new styles.

E-commerce Visibility

Established brand presence on Myntra and Flipkart reduces your marketing burden for franchise stores.

Balanced Investment

Rs 25-40 lakhs is half what premium brands demand, making it accessible for first-time retail investors.

Ideal Locations for Highlander Stores

Location selection determines franchise success. The right customer zone can significantly impact sales and profitability. Based on fashion retail patterns, effective locations include:

• Popular high streets in Tier 1 and Tier 2 cities
• Commercial zones with strong youth footfall
• Market clusters with multiple fashion brands nearby
• Areas near colleges, coaching centres, or IT parks
• Mall corridors with high visibility and foot traffic

Brand Studio Lifestyle currently has stores across Gujarat, Maharashtra, Karnataka, Telangana, Andhra Pradesh, Delhi, and Uttar Pradesh. The brand is also expanding internationally, having opened three flagship stores in the UAE in August 2025.

Operational Support from the Brand

Highlander provides store layout guidance, visual merchandising support, and staff training. The brand assists with seasonal planning and promotional activities during peak retail months.

Franchise owners receive logistics coordination for inventory replenishment and access to billing and reporting systems. These systems maintain consistency across outlets and reduce the learning curve for new investors.

Challenges to Consider Before Investing

Every apparel franchise comes with challenges that investors should be aware of:

• Fashion inventory requires regular rotation based on seasons and trends
• Rental costs need careful management to protect profit margins
• Staff training is essential for handling fast-moving merchandise
• Local competition from other youth fashion labels exists in most markets
• Sales cycles vary across cities and seasons

Investors who run stores well, track inventory closely, and invest in local marketing usually perform better than those who take a passive approach.

Highlander vs Other Youth Fashion Brands

The Highlander franchise cost sits in the low to mid investment category. This gives it a distinct advantage for new investors who want to enter fashion retail without taking on excessive financial risk.

Future Outlook for 2025-26 and Beyond

India's menswear market will continue expanding as more young Indians enter the workforce with disposable income. Lifestyle changes and increased fashion awareness are driving demand for affordable branded clothing.

Brand Studio Lifestyle is expanding aggressively. The company plans to open seven more stores in the Middle East by next year after launching three flagship stores in the UAE (Inside Retail Asia). This international presence adds credibility and shows the brand's growth potential.

The Highlander franchise cost of Rs 25-40 lakhs remains accessible for first-time retail entrepreneurs. The model combines strong brand recognition with reasonable investment requirements.

Final Thoughts

Highlander has built a strong identity in youth menswear through competitive pricing and consistent demand. The brand's shift into offline retail offers franchise investors the chance to operate a store with established brand pull and high-volume potential.

For entrepreneurs seeking affordable entry into India's organised apparel sector, Highlander presents a practical opportunity. Success depends on selecting the right location, maintaining operational discipline, and consistent merchandising. The fashion retail business rewards those who stay engaged and adapt to changing trends.

With proper planning and active management, the Highlander franchise model can deliver stable returns and tap into one of India's fastest-growing fashion categories.

Ready to explore the Highlander franchise? Contact Brand Studio Lifestyle to discuss location options and investment terms for your city.

Disclaimer: The brands mentioned in this blog are the recommendations provided by the author. FranchiseBAZAR does not claim to work with these brands / represent them / or are associated with them in any manner. Investors and prospective franchisees are to do their own due diligence before investing in any franchise business at their own risk and discretion. FranchiseBAZAR or its Directors disclaim any liability or risks arising out of any transactions that may take place due to the information provided in this blog. For more such opportunities, visit us on our Insta and FB