Women’s ethnic wear brand Biba has launched a new store in Ludhiana on the city’s Malhar Road. The brand celebrated the launch of its new large-scale outlet by hosting a runway show to debut its new ‘Wedding Collection’ for the winter season. 

“An event of glitz and glamour as our Wedding Collection took centre stage with its enchanting designs, setting the tone for a season of love,” announced Biba on Facebook. “Explore the latest wedding collection, find Har Nazar Mein Kuch Naya at the Biba store, and give your wardrobe the upgrade it deserves this wedding season.”
 
The runway show presented brightly coloured lehengas and kurta sets with glittering details and classic drapes. The new store’s entrance was dressed in fresh flowers and Ludhiana’s influencers gathered to browse the new boutique and collection. 

Biba has launched a number of brick-and-mortar stores this year as part of its ongoing omni-channel expansion. The brand opened new addresses in Kannur, Vadodara, Mangalore, Ranchi, Kolkata, and Chandigarh among other locations. 

Biba retails from its brick-and-mortar stores across India as well as its direct to customer e-commerce store. The brand also has a number of international stores in countries including Malaysia and Nepal.