In a significant milestone, innovative D2C fashion brand Bewakoof has opened its first physical retail store as announced by its Founder & CEO, Prabhkiran Singh in a LinkedIn post on June 25, 2024. The new store is located at Forum Falcon Mall, Bengaluru.
This move comes after years of establishing a strong online presence and marks a new chapter in the brand’s journey.
Bewakoof’s journey into offline retail has been a long and challenging one. “In 2011, every day, I got on my bike and pitched to shopkeepers for some space on their shelves – from Galleria Market in Powai, to Heera Panna Mall in Worli to Colaba, we went everywhere. Persistence did pay off eventually and we earned a tiny shelf at a shop in Colaba temporarily,” writes Singh in his post.
Facing the high barriers of entry in the traditional fashion retail sector, Bewakoof leveraged its tech background to launch India’s first D2C brand store in February 2012. This strategic pivot allowed the brand to build a substantial online presence and gain millions of loyal customers over the years.
“Today, when we wanted to go offline, there was already super high enthusiasm from the Offline Partners – the Malls, the property owners and the big multi-brand retailers,” Singh writes.
Bewakoof has achieved this offline milestone in partnership with Aditya Birla Fashion and Retail Ltd.’s TMRW House of Brands. The company plans to expand its physical retail presence one location at a time, marking a significant evolution from its purely online roots to a prominent offline presence.
