We see no boundaries in terms of a customer base
The Bear House is a dynamic menswear brand specialising in smart work casuals tailored for the modern professional. Combining international-quality craftsmanship with comfort and versatility, the brand offers garments that seamlessly transition from corporate offices and co-working spaces to social gatherings. Speaking to Fibre2Fashion, Co-founder Harsh Somaiya discusses the brand’s omni-channel presence, and plans to accelerate its offline expansion, and what makes their products stand out!
What sustainable practices do you think are becoming essential in the men’s fashion industry, and how are brands addressing these demands?
Reducing waste, conserving water, and incorporating recycled materials are becoming key practices followed in the men’s fashion industry.
How has the behaviour of male consumers shifted in recent years, especially concerning their preferences for fashion and quality?
COVID-19 has completely changed the concept of a formal office with fixed hours and stringent dress codes! The nouveau professionals are rewriting work-fashion rules as they switch between informal workspaces and ‘me-time’! Obviously, the notions of workwear have also changed with this evolved work culture. Men today are following dress codes in offices that reflect a fine line dividing formal, semi-formal and smart dressing. They want versatile clothes that can be mixed and matched and that look relevant through their various daily engagements. This shift has given us an opportunity to create a brand that meets the needs of this modern hybrid lifestyle.
What inspired the creation of The Bear House, and how does the brand name reflect its mission or vision?
In 2017, we (couple Harsh and Tanvi) began working on our passion project: manufacturing international-quality and versatile garments for top brands like Zara and Marks & Spencer. While working on that project, we realised that we had the infrastructure and knowledge to start our own brand. This led to the birth of The Bear House in 2017, specifically catering to men who are embracing the evolving workplace.
The pandemic has brought about a fundamental, irreversible shift in workplace culture, with hybrid workers looking for clothes that fit into that niche space where they can seamlessly transition between professional and personal tasks in a flexible work setting.
The Bear House is that space! Men who dress up in The Bear House ‘Go Everywhere and Do Everything’ without compromising on sophistication or comfort.
With the increasing number of players in the men’s fashion space, what do you believe are the critical factors for a brand to stand out?
For us, what worked was having a deep understanding of how the market evolved post the pandemic, finding that gap and diving right in with a brand that fits the mould. Some of our other differentiating factors are our very distinct designs, the superior quality of the fabrics we use, supply chain efficiency and market agility. Additionally, we have established a strong Intellectual Property in the form of our iconic Bear logo, which sets us apart in the market.
How would you describe The Bear House’s unique position in the men’s fashion market compared to other brands?
As mentioned, we have been manufacturing garments for top brands for years now, so we are very conscious of the quality, cut and fit of each piece we make. The Bear House is a home-grown brand that offers internationally styled, yet affordable everyday wardrobe staples for young Indian men who follow a 12-month fashion calendar allowing them to transition effortlessly between the office, a coffee shop, and a casual night out. It is this ability to create what the modern men of today need—clothes that can be worn from work to after hours, all available at one stop—that sets us apart.
What are the key elements of design that The Bear House focuses on to appeal to its target audience?
Our designs are unpretentious, crisp, effortless and subtle, yet eye-catching. The quality of our fabrics, the fit of our clothes and our colour palette is so distinct, you can tell straight away that it is a The Bear House piece!
How does The Bear House integrate sustainable practices into its production and operations?
At The Bear House, we believe that one of the key elements of sustainability is reducing wastage. By relying on efficient markers, we ensure that our products’ fabric consumption is lower. In the future, you will see us move more strongly into the eco-friendly space.
Can you elaborate on the kind of customer The Bear House aims to cater to? How has your understanding of this demographic evolved?
We make 9 to 9 clothing for a young man’s wardrobe! The Bear House man is young and modern and someone who does not like to be pushed into dressing up a certain way for specific occasions. He likes to express himself differently through his clothes. Whether he is sitting for a meeting in office or a cafe or hanging out after a hybrid day’s work to catch up with friends over a drink and music, his clothes fit in perfectly with every setting! The Bear House man goes everywhere and does everything, with no compromises, exploring uncharted territories and challenging conventions. Like a bear in the wild, our customers are fearless and adventurous, carving their paths with confidence and individuality.
How has the rise of e-commerce platforms impacted the men’s fashion industry, particularly in terms of customer acquisition and retention?
E-commerce has made fashion accessible to all! We service more than 20,000 plus pin codes today and are adding more each day. Also, most Indian customers still shop offline, so we see that as an opportunity to acquire a huge untapped market with great potential.
You have a strong online presence. How has this shaped your direct-to-consumer strategy?
It is because of the overwhelming online orders we receive from customers in Bengaluru, Delhi and Hyderabad who are perfectly aligned with our brand ethos, that we have decided to step into the offline retail space! While a significant portion of our sales comes from leading e-commerce platforms such as Myntra and Ajio, our own website too has seen a growing customer base over the years, reinforcing our direct-to-consumer approach. We are also super happy to open the doors to our first store in Broadway in New Delhi’s Ambience Mall, which is already seeing great footfall. We aim to open six brick-and-mortar stores by the end of the 2025 financial year in Bengaluru, Hyderabad, New Delhi, and Mumbai.
What have been some major challenges you have faced while growing The Bear House, and how have you overcome them?
In 2024, we saw fluctuating consumer spending trends due to inflationary pressures, which impacted the overall retail industry. Additionally, supply chain disruptions presented logistical challenges. For The Bear House, maintaining price transparency while ensuring premium quality required meticulous planning and operational efficiency. By turning our supply chain and sourcing processes into a competitive advantage and adopting a leaner inventory approach, we successfully navigated these challenges.
How does The Bear House keep up with or set trends in men’s fashion? Are there specific innovations you are particularly proud of?
What sets us apart is our ability to blend global trends and international quality garments with local sensibilities. From crafting versatile staples to designing pieces that inspire confidence, our growth reflects the success of our approach. We have not only expanded our reach but also built a loyal community of customers who embody fearless fashion. Each milestone is a testament to our mission: creating clothing that is stylish, comfortable, and always reliable.
Are there plans to expand The Bear House beyond its current markets, and how do you approach global fashion sensibilities?
We are keen to explore Dubai and the entire middle east market and once our plans firm up, we will be happy to share them with you. Since our styles are very global and in trend with international markets, we see no boundaries in terms of a customer base. The world is our market!
What are the long-term goals for The Bear House, and how do you see the brand evolving over the next 5-10 years?
We are excited to expand our offline retail presence in India in the next year or two. We are also looking at a few international markets. In the past, we have successfully leveraged our e-commerce and social media presence, and we will continue to explore more avenues on that front. We also want to focus on thorough market research and trend spotting through predictive analytics. We are looking at enhancing supply chain efficiency and explore collaborations with influencers and other brands.
Finally, how do you see the current trends in men’s fashion evolving, and what role does technology play in shaping these trends?
Technology, particularly AI, will set a new pattern for the retail industry. Design concepts will become sharper, and delivery will get faster. Also, we can intelligently use AI to capture trends which, in turn, will help us gauge the pulse of the market and serve our customers much more efficiently.
