Homegrown activewear brand TechnoSport has unveiled a new retail format called TechnoSport Express, aimed at expanding the activewear brand’s offline presence into smaller Indian cities and towns beyond its existing store network.
The format is designed to be leaner in size and capex to set up compared to the company’s existing Exclusive Brand Outlets (EBOs). TechnoSport Express stores will be owned and operated by existing general trade retail partners rather than the brand directly. Supply will run through Super Stockists, and TechnoSport will provide marketing support to help partners drive demand from launch.
Despite the leaner model, the company says Express stores will match EBO standards on the in-store experience — air-conditioned, staff-assisted, and with trial rooms.
Speaking about the vision behind this new format, Puspen Maity, CEO, shared, “TechnoSport Express is an important step in accelerating our retail growth journey. This format allows us to scale faster, strengthen our presence across high-potential markets, and create new opportunities for partners to grow alongside the brand. At the same time, it helps us bring the TechnoSport experience closer to consumers in a more accessible way.”
Highlighting how the format differs from existing EBOs, Sunil JhunJhunWala, Co-founder & Director, added, “While EBOs continue to play a key role in delivering immersive brand experiences, TechnoSport Express is designed for agility, accessibility, and convenience. It allows us to serve newer catchments with an efficient retail model while ensuring consumers enjoy a well-curated and easy shopping experience.”
Sharing what partners and consumers can expect from the format, Ravish Vats, Head of General Trade & LFR, said, “With TechnoSport Express, we are bringing together operational efficiency, strong product demand, and brand-backed support. The format is designed to help partners grow while also offering consumers easier access to performance-driven products and a smoother in-store shopping journey.”
TechnoSport said the launch reflects its view that India’s next retail growth wave will come from smaller cities and towns, not metros, where demand for branded activewear is rising but quality retail options remain limited.
