Indian ethnicwear brand Shree by SHR Lifestyles has announced the launch of “Beyond Special” — a large-format experiential retail concept designed to deepen consumer engagement while accelerating revenue growth.
The company, which has steadily built a pan-India presence in affordable ethnic fashion since its inception in 2009, is now aiming for a sharp scale-up in both retail footprint and topline. Shree has outlined plans to target nearly Rs 1,000 crore in revenue by 2031, backed by expansion to around 400 outlets including rolling out 25-30 large-format “Beyond Special” stores over the next five years.
The first “Beyond Special” flagship has opened at one of India’s most established ethnic wear shopping destinations- Lajpat Nagar Central Market in New Delhi. Shree has a plan to open large format stores in the cities like Chandigarh, Lucknow, Jammu, Jaipur and Dehradun in the coming phase. Unlike traditional apparel stores, the new format is positioned as a complete ethnic fashion destination, bringing together daily wear, festive collections, sarees, ready-to-stitch garments, occasion wear and curated lifestyle offerings like jewellary and perfumes under one roof. Beyond Special occupies 5,000 to 6,000 Sq Ft to offer a wide range of products enabling a significantly wider assortment and elevated shopping experience.
Industry observers say the move reflects a larger shift underway in India’s organised fashion retail sector, where brands are increasingly moving from transactional selling to immersive and experience-led formats. With consumers seeking wider assortments, personalised shopping experiences and premium environments, large-format stores are emerging as strategic growth drivers.
For Shree, the format also represents an evolution of its business architecture. The company now operates through a three-tier retail strategy — “SHREE” stores focused on affordable daily ethnic wear, South and East Indian markets with added saree offerings, and the newly launched “Beyond Special” stores targeted at mature, high-density urban markets. Apart from the EBO’s group also has a plan to mark a presence in MBOs and a digital push targeting millennials and Gen-Z consumers through e-commerce marketplaces.
Sandeep Kapoor, Founder and Managing Director of SHR Lifestyles Pvt. Ltd., said, “Beyond Special represents the natural next chapter for Shree. Having built deep brand equity through our Classic formats, we are now ready to offer customers the complete Shree universe under one roof. This is not merely store expansion; it is a calibrated and capital-efficient retail transformation designed for long-term compounding growth.”
The economics behind the model appear equally ambitious. The company expects each Beyond Special store to generate annual revenues of approximately Rs 5 crore, with marquee locations such as Lajpat Nagar potentially reaching Rs 10 crore annually. The rollout strategy is intentionally measured, with management planning roughly one new flagship every quarter to ensure disciplined expansion.
The larger stores also support Shree’s broader category diversification strategy. The company has entered the saree segment and is simultaneously strengthening its men’s ethnic wear portfolio introduced in 2025. The expanded retail footprint allows the brand to house wider assortments while increasing cross-selling opportunities and improving customer retention.
A major strength for Shree continues to be its integrated in-house design ecosystem. Dedicated design studios and experienced teams generate nearly 10–12 fresh designs every day, enabling the brand to rapidly respond to changing consumer preferences while preserving Indian textile aesthetics and craftsmanship.
The company’s target audience increasingly includes India’s growing base of aspirational consumers and working women — professionals, teachers, entrepreneurs and urban shoppers looking for ethnic wear that balances affordability, comfort and style across workwear, festive occasions and social gatherings.
Alongside domestic growth, Shree is also steadily expanding internationally through stores in Dubai, Abu Dhabi, Riyadh and Sharjah, catering to rising demand for Indian ethnic fashion among global consumers and the Indian diaspora.
“The ethnic wear market is evolving rapidly, and consumers today expect far more than just products. They seek inspiration, convenience and experience. Beyond Special is our response to that shift. As we expand across metros as well as Tier-II and Tier-III markets, our focus will remain on innovation, accessibility and building a truly future-ready Indian fashion brand,” concluded Mr. Kapoor.
SHR Lifestyles Pvt Ltd’ brand SHREE (inspired by the Sanskrit word ‘Devi,’ meaning divine) is an Indian women’s fashion brand that provides modern consumers with the items needed to wear at work and for special occasions. The company started in 2009, focusing on delivering modern styles with affordable price points while placing high importance on comfort, fit, and practicality of design. The brand has successfully expanded its presence in international markets with stores in Dubai, Abu Dhabi, Riyadh, and Sharjah.
In addition to having physical retail locations, SHREE operates an online store www.byshree.com and provides its products through leading fashion websites and marketplaces, including Amazon, Myntra, Flipkart, Nykaa Fashion, and Lime Road, providing consumers multiple avenues to purchase products from the Shree brand.
