Polo has a rich heritage as the King of Sports and the Sport of Kings, and Beverly Hills Polo Club has found a way to bring that same luxury and elegance to its clothing line. In this exclusive interview with Deepak Jain, the Vice President of Apparel Group for Beverly Hills Polo Club, we gain an insightful glimpse into the brand's journey, their focus on Gen Z consumers, innovation, sustainability, product expansion, and retail expansion plans.

Deepak Jain, the Vice President of Apparel Group

Polo is the King of Sports and the Sport of Kings- how does Beverly Hills Polo Club bring this rich heritage in its offerings? Explain in detail about the brand and its journey?

Established in 1982, Beverly Hills Polo Club’s unique heritage stems from the luxury and alluring perfect California weather and the city’s representation of the lifestyle and the pinnacle of aspiration. Inspired by elegance and glamour of Beverly Hills as well as the heritage sport of polo, the brand captures the excitement of this competitive sport along with membership in an exclusive social club.

Tell us about your consumers and how you intend to grow the Gen Z demographics?

Beverly Hills Polo Club is inspired by the modern debonair man who is an aspirational individually as well as equally at ease on the polo field or while hanging out with friends. Beverly Hills Polo Club inspires a person to exude confidence in a comfortable way by being fashion conscious with an individual sense of style.

However, with Beverly Hills Polo Club, we intend to appeal to the Gen Z demographics by emphasizing on a smartly dressed yet casual form of dressing and be the go-to choice of clothing for a formal event with the offering for shirts or polo t-shirts.

Innovation: What it means for BHPC and its future?

Beverly Hills Polo Club has always kept itself at the forefront of innovation by expanding into different product categories, not only limited to clothing but also accessories such as handbags, wallets and even fragrances. With these categories, we hope to expand our footprint into new product lines and new styles to suit the innovative tastes and preferences of the Gen Z.

When it comes to the value of sustainability, the brand is heading in a new direction – what else can you tell us about the company’s goals in this area?

We take a holistic approach on sustainability. This starts from the cotton; to how we sell it in our stores. We are proponents of ethically sourced cotton, and all our manufacturing partners must be complied with all local social and environmental compliances at global level. We aim to move 50% of our line to Sustainable fashion in next 3 years.

At store front, we are using sustainable packaging materials and have moved to e-receipts from the traditional paper receipts. We are also doing campaigns inside the store to recycle old garments.

Tell us about the key product categories and the bestsellers.

Collections of fashion activewear and sportswear that features our iconic trademark horse and rider logo are proudly presented on our clothing such as polo t-shirts, shirts and bottoms for men and polo t-shirts, dresses and bottoms for women in a vibrant colour palette.

Share your product expansion plans? Are you planning to launch kidswear?

We already do have a kidswear line that consists of clothing for younger boys only. However, we would love to foray into the clothing line for young girls, featuring different and innovative styles of clothing that resonate with the styles of the young generation – feminine yet functional. In fact, as a brand, we have all the categories/styles, but have not introduced it in India yet.

What’s the new concept behind the new SS’23 collection?

The SS’23 collection is inspired by letting our dreams and aspirations take us as high as the sky will let us go, the Beverly Hills Polo Club Spring 2023 colours are inspired by an early California sunrise and hot air balloons. Styles and designs are exhilarating to wear with a happy energy that makes you want to try new things.

Tell us about your key markets. Mention their names and define their retail spread.

Our key markets are Middle East and Europe apart from significance present in Asia. In GCC, we have 125 stores and are growing. Our journey in India has just begun. We doubled our fleet last year and currently we have 15 stores in India.

What are your retail expansion plans?

We have got a good initial response and thus, we want to reach 200 stores in next 3-5 years.

Internationally, we are now focusing on Eastern Europe, Africa, and CIS countries. We are growing quite rapidly in emerging markets.

It was inspiring to hear about Beverly Hills Polo Club's dedication to innovation and sustainability, as well as their plans for product and retail expansion. Deepak Jain's insights into the brand's journey and focus on Gen Z consumers were also truly enlightening. It seems Beverly Hills Polo Club is set to continue its legacy as a brand of timeless elegance and modern luxury.