Biba opens first US store in Iselin, New Jersey

Ethnic wear and lifestyle brand Biba has launched its first brick-and-mortar store in the US. The exclusive brand outlet is located in Iselin, New Jersey and retails both everyday and occasion wear for women.

“Biba lands in the USA,” announced the brand on Facebook. “We are proud to open our very first store in New Jersey, bringing you a fresh array of exquisite designs and chic fashion. Don’t miss out on this milestone moment- come and experience Biba’s unique style in the heart of America!”
 
The store is situated in a one storey building on Oaktree Road with a cream and red façade. Inside the store, shoppers can browse a wide selection of ready to wear kurtas and anarkalis in bright cotton prints. Fusion style garments such as tunics and shirts are also available in the new store, which launched with Biba’s summer 2024 collection.
 
With a marble style floor, dark wood, and bronze accents, the store’s interior presents a modern take on traditional Indian design and mirrors the clothing’s ageless aesthetic. By launching in the US, Biba aims to connect with non-resident Indians in the area as well as other customer demographics while increasing global brand visibility.