Highlander, the youth-focused fashion brand under Brand Studio Lifestyle Pvt. Ltd., has announced the opening of its newest 3,600 sq. ft. store in Ahmedabad, marking a significant milestone in its rapid national expansion. The update was shared on LinkedIn by Shyam S Prasad, Co-Founder and CEO of Brand Studio Lifestyle Pvt. Ltd.

This launch carries special significance for the brand as it returns to the city where its retail journey first began. Just 15 months ago, Highlander opened its debut store—a modest 750 sq. ft. space in Nikol, Ahmedabad—driven by ambition, consumer insight, and a sharply defined vision for youth fashion. The early response from Ahmedabad played a pivotal role in shaping Highlander’s retail direction and growth strategy.

Over the past year, the brand has undergone a transformative evolution. Through close observation of consumer behaviour, trend cycles, store interactions, and lifestyle patterns, Highlander identified a powerful shift: India’s youth fashion segment is expanding at an accelerated pace, with young consumers seeking greater variety, stronger personal expression, and styles that reflect individuality.

Responding to this momentum, the brand has reimagined its retail identity. Highlander transitioned from compact stores to expansive 3,000–5,000 sq. ft. fashion destinations designed to showcase multiple style universes—including core classics, streetwear, grunge, character-inspired looks, native influences, and more. This approach aligns with the brand’s move from product-led retailing to persona-centric retailing, placing the evolving identities of young consumers at the centre of store design, assortment planning, and trend curation.

Built on a strong D2C ethos, Highlander continues to offer a wide assortment of trend-forward collections tailored to the dynamic preferences of young India. The opening of the new Ahmedabad store marks the brand’s 42nd store launch in just 12 months, underscoring its aggressive expansion strategy and growing relevance in the fashion retail landscape.

With this new milestone, Highlander strengthens its presence in one of its most meaningful markets, while continuing to build large-format destinations that reflect the aspirations, creativity, and cultural expressions of today’s youth.