Niche Growth: The Case of Heavy Metal Apparels


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?

This case was prepared for inclusion in SAGE Business Cases primarily as a basis for classroom discussion or self-study, and is not meant to illustrate either effective or ineffective management styles. Nothing herein shall be deemed to be an endorsement of any kind. This case is for scholarly, educational, or personal use only within your university, and cannot be forwarded outside the university or used for other commercial purposes.

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