When retail design transcends the transactional and becomes an invitation to explore, feel, and personalize, it creates not just a shopping environment but a sensory brand experience. IRTH, the women’s accessories brand from Titan Company, achieved precisely this with its flagship physical store—the IRTH Yellow Door, launched in Mumbai under the concept ‘Pockets of Joy’. This exceptional store experience has earned IRTH the IMAGES Most Admired Retailer of the Year: Retail Design/ Experience (Accessories) award at the IMAGES Retail Awards 2025.
Celebrated for its immersive, thoughtful, and joy-driven customer journey, IRTH Yellow Door has set a new benchmark for retail excellence in India’s premium accessories segment.
POCKETS OF JOY: A PHILOSOPHY TURNED PHYSICAL
IRTH Yellow Door is more than a store; it is the first physical embodiment of IRTH’s brand philosophy—centered around thoughtfulness, functionality, and delight. Designed to resemble a warm, welcoming space—akin to a cozy café—the store invites buyers into a space where everyday accessories are transformed into beautiful, functional companions that simplify life.
Upon entry, customers are enveloped in an atmosphere of tactile warmth, intuitive design, and curated storytelling. The architecture and interiors echo the elegance and versatility of the IRTH product line, while dedicated experiential zones allow visitors to interact, personalize, and immerse themselves in the brand’s narrative.
DESIGN THAT DELIGHTS: KEY STORE FEATURES
Iconic Façade & Storefront: The store’s yellow canopy and distinctive window displays make for a striking visual signature—easily spotted and warmly inviting. The façade, inspired by joyful everyday spaces, sets the tone for discovery and delight right from the entrance.
Experience & Personalization Zones: Graceful arches define cozy alcoves where customers explore IRTH’s innovative bag functionalities using purpose-built props. A personalization counter allows customers to monogram their initials on bags—making every purchase a joyful keepsake.
Curated Gifting Experience: Gifting at IRTH is elevated into a ritual of thoughtfulness. From customizable packaging with ribbon drawers and wax seals to handwritten notes and stickers, the gifting corner is designed to make every IRTH bag feel like a hand-wrapped memory.
IRTH Exclusive Edits Wall: A dedicated section showcases exclusive leather merchandise available only at the IRTH store and online at IRTH.in. The display design reflects the premium, crafted-in-India ethos of the collection.
Expansive Accessories Range: Beyond handbags, the store presents unique mobility and organizing solutions such as mom bags, lunch bags, jewellery organizers, shoe organizers, and more—broadening IRTH’s appeal beyond conventional fashion accessories.
Design-Forward Uniforms: The in-store team dons custom-designed uniforms by Lovebirds x IRTH, offering distinct weekday and weekend looks that fuse comfort with brand-aligned aesthetics—enhancing the store’s joyful spirit.
Integrated Billing Experience: Instead of a traditional counter, the billing area blends into the spatial journey—serving as an elegant culmination rather than an end-point. IRTH postcards and pencils act as thoughtful parting tokens for customers.
CRAFTING RETAIL EXCELLENCE: ARCHITECTURE, MATERIALITY & BRAND STORYTELLING
The store’s material palette—featuring warm timber, large-format tiles, and textured surfaces—evokes quiet luxury. Details like embossed stitching on seating and etched patterns on display tables subtly echo the craftsmanship of IRTH’s accessories.
Zones such as the Brand Wall and Highlight Sections offer a narrative-driven retail experience, showcasing everything from everyday totes and shoulder bags to elegant evening selections. These design elements build a cohesive and immersive storytelling arc around the brand’s promise of ‘made to delight’.
METRICS THAT MATTER: BUSINESS IMPACT
- 100 walk-ins in the very first week at the Mumbai store
- Daily sales average of 20 bags within one month of launch
- The exclusive leather line contributed 12% of value sales
- ‘Organisers and Delights’ category—featuring experiential trial areas—contributed 23% of volume sales, becoming vital recruitment categories for the brand
- Media ad value worth ₹2 crore generated organically through coverage in leading publications including Financial Express, Moneycontrol, The Hindu BusinessLine, Elle, and Lifestyle Asia
RESHAPING THE DEFINITION OF PREMIUM INDIAN RETAIL
In a market long defined by global templates of ‘premium’, IRTH Yellow Door boldly reimagines the category through a distinctly Indian lens. More than just a retail store, it is a thoughtfully curated space that transforms utility into delight and accessories into emotionally resonant lifestyle companions.
Every design element—from personalized gifting rituals to tactile materiality and warm, welcoming layouts—converges to deliver a sensory brand experience that is both intuitive and intimate. With its debut store, IRTH has not only set a new benchmark for India’s premium accessories retail but also introduced a new way of making customers feel truly seen, engaged, and delighted.
“Since its launch in October 2022, IRTH has expanded to over 50 cities, establishing 130 large-format stores and a robust online presence. IRTH has an ambition to achieve a topline revenue of approximately ₹600 crore by 2027. Our first yellow door—a 530 sq. ft. flagship—opened its doors on October 3 at Phoenix Palladium, Lower Parel, Mumbai. The brand now has 7 Yellow Doors/IRTH Exclusive Brand Outlets,” says Manish Gupta, CEO, Fragrances and Fashion Accessories Division, Titan Company.
IRTH Yellow Door Locations:
- Mumbai – Lower Parel, Phoenix Palladium
- Mumbai – Goregaon, Oberoi Mall
- Pune – Viman Nagar, Phoenix Market City
- Chennai – Velachery, Phoenix Market City
- Noida – Sector 18, DLF Mall of India
- Hyderabad – Kondapur, Sharath City Capital Mall
- Mumbai Skycity, Borivali
This is not just retail expansion—it’s a deliberate effort to scale joy. With every new store, IRTH is crafting spaces that marry functional beauty with emotional resonance, reshaping what ‘premium’ in India can truly mean.
A brand made in India, for women everywhere—IRTH is not just opening stores. It’s opening doors to a new era of retail.
