D2C fashion and lifestyle brand Bewakoof has significantly picked up the pace of its offline expansion. The brand recently announced the opening of four new stores in four weeks across key regions of India – taking Bewakoof’s total physical retail footprint to 22 stores.
Founder and CEO Prabhkiran Singh shared the milestone on LinkedIn, reflecting on how his long-held belief that only online businesses could scale exponentially was challenged by Bewakoof’s recent offline momentum. He explained that when the brand first ventured into brick-and-mortar retail, it took nearly a year to open 12 stores – roughly one store a month – reinforcing the perception that offline retail was inherently slow and operationally heavy.
However, the latest phase of expansion tells a different story. Over the past month, Bewakoof has opened one store every week across North, South and Central India, demonstrating that physical retail can scale rapidly when foundational elements are in place.
According to Singh, “Physical businesses can scale fast when three things already exist: Demand is proven – customers want you; Playbooks are standardized – layout, hiring, supply chain, pricing. At that point, stores stop being ‘slow offline retail’ and start behaving like distribution nodes.”
The four newly opened stores include:
- Store No. 19: Zora Mall, Raipur
- Store No. 20: Lulu Mall, Bengaluru
- Store No. 21: Unity One Elgante, Delhi
- Store No. 22: Inorbit Mall, Hubli
The accelerated offline push aligns with a broader trend among digital-first fashion brands in India, which are increasingly turning to physical retail to deepen consumer engagement, improve discovery and strengthen omnichannel presence.
