With a deep understanding of aspirational India, Arpit Agarwal is delivering premium global brands to the markets driving India’s next wave of consumption…
“Success is measured not by the distance you travel, but by the number of people who grow with you.” This belief defines the leadership philosophy of Arpit Agarwal, Founder of IMAGE Fashion Forever. From a modest beginning in 2009 to building a $27-million fashion business, his journey reflects the impact of a people-first approach. Arpit maintains that enduring businesses are built on genuine relationships rather than transactional exchanges, a principle that anchors his guidance to aspiring entrepreneurs.
The Genesis of a Fashion Dream
His credibility lies in visible results. Through consistent commitment to his values, Arpit has reshaped retail access across India’s Tier-II and Tier-III cities while earning the confidence of over 15 global fashion brands. He often refers to Shoe Dog by Phil Knight as an essential influence—an entrepreneurial story that mirrors his belief in perseverance, clarity of vision, and lifting others along the way.
The origins of IMAGE Fashion Forever trace back to a simple question: What about towns where ambition is high but access to fashion is limited? For Arpit, fashion symbolised confidence and identity. This passion turned into purpose in 2009 through his first opportunity with Levi’s Signature distribution. The brand grew not from a boardroom plan, but from a heartfelt mission to bring premium fashion closer to every consumer.
Navigating the Rollercoaster of Strategy
Arpit Agarwal’s journey has been anything but straightforward. He likens India’s apparel distribution landscape to a thrilling yet unpredictable ride, where the toughest task was building trust between global brands and local retailers. The early years brought challenges—unsold inventory, delayed payments, and tough decisions between stability and expansion. The breakthrough came when the company shifted focus to Tier-II and Tier-III cities, where consumers sought quality fashion and immersive retail experiences. This led to the launch of an innovative Shop-in-Shop model, offering curated brand environments and trained promoters. Every setback, including supply chain issues and the pandemic, reinforced Arpit’s belief in agility, integrity, and customer-first thinking.
Democratising Fashion for Every Street
In a landscape where premium fashion often feels tailored for metro consumers, IMAGE Fashion Forever has carved a distinct niche by pursuing one clear mission: narrowing the fashion divide between India’s major cities and its rapidly evolving heartland. While many brands focus on metropolitan dominance, Arpit Agarwal and his team concentrate on empowering young professionals and style-conscious shoppers in smaller towns with equal access to global trends.
Their model of “aspirational retailing” brings world-class brands such as Armani Exchange, Gas Jeans, Levi’s, Puma, Superdry, Celio and Arrow to regions long overlooked. The experience mirrors that of a premium metro mall—curated displays, trained staff, and a global aesthetic—within their partner stores. Ultimately, IMAGE Fashion Forever transforms premium fashion from an elite privilege into an accessible, relatable experience for millions across emerging India.
The Blueprint of Growth by the Numbers: The Key Milestones
- Financial Scale: Transformed a 2009 startup into a $27 million enterprise through consistent, self-funded growth.
- Brand Portfolio: Curates and distributes a prestigious collection of over 15 international and Indian brands.
- Retail Footprint: Directly operates approximately 50 multi-brand apparel stores across key regions.
- Market Reach: Powers a vast and reliable distribution network of nearly 200 dealers across Uttar Pradesh and neighboring states.
- Strategic Evolution: Successfully diversified from a pure distributor into an integrated fashion ecosystem, with upcoming e-commerce verticals.
Shaping the Future of Fashion
As the fashion industry rapidly evolves, Arpit notes a shift toward more discerning, connected consumers, believing that success will belong to brands that master personalisation, elevate experiences, and ensure accessibility.
The Omnichannel Imperative: Recognising that the line between online and offline is blurring, they are investing in seamless digital retail integration, ensuring customers can engage with their favorite brands effortlessly across all platforms.
The Rise of Bharat: They are doubling down on their core strength, focusing on Tier-II and Tier-III cities as the new consumption hubs, with plans for deeper penetration and region-specific personalisation.
Curated In-House Brands: To offer unparalleled value and uniqueness, they are actively developing their own private label, which will deliver premium quality at accessible price points, directly catering to the aspirations of the heartland.
Agility Over Size: Their ultimate goal is not necessarily to be the largest player, but to remain the most adaptive and authentic, ensuring they can pivot with market demands while staying true to their core values of trust and customer-centricity.
A Strategy of Strategic Alliances
The next chapter of IMAGE Fashion Forever is unfolding through collaboration rather than competition, as Arpit envisions strategic partnerships as the driving force behind future growth, with the company actively forging alliances across multiple fronts to strengthen its market presence.
They are in advanced discussions with new-age brands eager to tap into the potential of India’s heartland, leveraging IMAGE’s unparalleled retail network for deeper penetration. Parallelly, the development of their own private label will involve creative collaborations with leading textile artisans and global design houses, aiming to create collections that beautifully blend authentic Indian aesthetics with a contemporary, global touch.
Furthermore, recognising that seamless omnichannel retail is the definitive future, Arpit confirms that strategic alliances in e-commerce fulfillment and technology integration are a top priority, serving as a key accelerator for their next phase of expansion.
Recognition and Accolades
- IMAGES IFF – Most Admired Retailer of the Year (New Market Penetration): A testament to their trailblazing success in bringing premium fashion to untapped Tier-II and Tier-III markets.
- Best Distributor Award – Levi’s India: A testament to their exceptional distribution capabilities and brand-building efforts for a global denim leader.
- Highest Sales Growth ( Image Retail ) – Being Human
- The Aesthetic Ace Award – Reliance Brands Ltd.: Honoring their excellence in visual merchandising and creating compelling in-store brand experiences.
- Strategic Partner Award – Reliance Brands Ltd.: Acknowledging their role as a vital, collaborative partner in driving mutual growth and market expansion.
Rooted in Trust and Integrity
Arpit today leads a strong, profitable business that continues to grow with steady momentum. He is now charting the next phase of expansion by exploring a franchise-led retail model, preparing for a future IPO, and evaluating diversification into the footwear category.
In a sector often criticised for limited transparency, Arpit has built IMAGE Fashion Forever on a foundation of honesty and trust—values he calls the company’s strongest currency. This translates into a clear, ethical operating model defined by transparent pricing, straightforward communication, and unwavering adherence to brand standards, all upheld by a team committed to service over sales.
At the heart of his leadership is a belief in collective success. Guided by the principle “integrity before opportunity,” Arpit ensures that growth is shared—with his team, partners, and the wider ecosystem—living his personal motto each day: “Grow together. Stand taller.”
Building a Lasting Legacy
As IMAGE Fashion Forever steps into its next chapter, Arpit envisions a future that blends immediate expansion with long-term transformation. In the near term, the company aims to strengthen its presence where its impact is deepest—by rapidly growing its retail network across Tier-II and Tier-III markets through both multi-brand formats and exclusive brand outlets.
Looking ahead, the roadmap stretches further. Arpit plans to launch an indigenous fashion label that reflects the energy, aspirations, and value-driven mindset of India’s youth. Parallelly, IMAGE Fashion Forever is preparing for an enhanced digital leap, integrating e-commerce and omnichannel capabilities to create a fluid, borderless shopping experience for consumers across the country.
At its core, Arpit hopes the company’s legacy will be remembered for one defining contribution: making premium fashion truly attainable for Bharat, while delivering an experience worthy of the name IMAGE Fashion Forever.
A Blueprint for Aspiring Visionaries
The greatest business legacies are built not only on breakthrough ideas but on relentless belief and discipline. Arpit’s message to emerging entrepreneurs is clear—dreams provide direction, but sustained effort converts vision into success. In the fast-moving fashion ecosystem, he asserts that passion must be paired with patience, and genuine growth is the outcome of consistent effort rather than sudden wins.
He urges the next generation to shift their gaze beyond metropolitan borders, to the markets where India’s future influence lies. Understanding the aspirations of Bharat’s consumers, he says, enables entrepreneurs to deliver world-class experiences that uplift communities. In doing so, they don’t just build businesses—they craft enduring legacies that redefine possibility.
