Niche Growth: The Case of Heavy Metal Apparels

Abstract

The case examines Heavy Metal Apparels, a niche business that has grown in popularity as an online store in Bangladesh. The company initially started by printing T-shirts of several heavy metal bands, with the main customers being the friends of the entrepreneurs. As the popularity of Heavy Metal Apparels increased, so did the sales volume. The case highlights the growth of the company, its product diversification, and future plans, while asking: how can Heavy Metal Apparels reach a greater audience without isolating its niche consumer base? Will scaling up the business lead to mass marketing?

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