Bollywood star Akshay Kumar’s clothing brand, Force IX, opened its flagship store in Mumbai on April 26. The 1,800-square-foot store on Linking Road in the suburban Bandra district was inaugurated by Kumar and Manish Mandhana, the co-founder of Force IX’s parent company, 9 AM Ventures Private Limited. The store launch included a fashion show featuring a diverse array of models and retired officers from the Air Force, Army, Navy, Maharashtra State Police, and the Mumbai Police.
Concept Clothing with Force IX
The store’s design is inspired by different types of boot camps and training camps of the nation’s defense forces. The utilitarian style reflects Force IX’s designs, which aim to mix function and fashion. The store also boasts several interactive features, such as a rock-climbing wall placed in the fitting rooms. The live shopping launch of Force IX on Myntra’s M-Live platform was a resounding success, attracting 7 lakh viewers. This made it one of India’s most prominent live launches of a fashion brand.
Kumar has invested his money, time, knowledge and energies to bring alive Force IX, which is close to his heart. Out of every product sold, ₹9 will go to ‘Bharat Ke Veer,’ a trust created by the Ministry of Home Affairs and supported by Kumar for the support of families of martyrs of Central Armed Police Forces (CAPF).
Future Plans with Mandhana Industries
Kumar’s plan is to open nine exclusive stores by the end of 2023 and increase the number to over 200 stores in the country over the next few years. Kumar has dabbled in the apparel business before. He first thought of starting the same 12-13 years back. But this time, he said he had found the right partner in Manish Mandhana, joint MD of Mandhana Industries.
Mandhana Industries owns ten production units and has 4700 employees across Mumbai, Delhi, Bangalore, Chennai, and Paris offices. The company has also partnered with Salman Khan for the Being Human apparel line. The launch of Force IX’s flagship store is a significant milestone for the brand, which has already made a name in the highly competitive athleisure market. The brand’s focus on mixing function and fashion has resonated with consumers. In addition, the investment in the store’s design and interactive features shows a commitment to providing a unique shopping experience.
Gathering the Public’s Attention
Donating a portion of each sale to ‘Bharat Ke Veer’ is a laudable move that shows the brand’s commitment to social responsibility. Moreover, it is likely to resonate with consumers, who are increasingly concerned with the ethical practices of the brands they support.
The plan to open nine exclusive stores by the end of 2023 and increase the footprint to over 200 stores in the country is ambitious but achievable. The success of the brand’s live shopping launch on Myntra’s M-Live platform shows the potential for the brand to reach a broad audience.
In conclusion, the launch of Force IX’s flagship store is a significant milestone for the brand, which has already made a mark in the highly competitive athleisure market. The investment in the store’s design and interactive features shows a commitment to providing a unique shopping experience. Furthermore, donating a portion of each sale to ‘Bharat Ke Veer’ is a laudable move that shows the brand’s commitment to social responsibility. The plan to expand the brand’s footprint is ambitious but achievable. It will be interesting to see how Force IX continues to make its mark in the Indian fashion industry.
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