As India’s retail landscape evolves, the line between shopping and experience continues to blur. Driven by Gen Z and millennial consumers who value aesthetics and ambience as much as the product, the demand for premium and luxury retail is projected to grow at a CAGR of 10–12% over the next five years. Hence, the demand for design-led retail, experiential shopping environments is also increasing.
Recognising this shift, Instor India, a leading retail fixture solution provider, has launched Instor Luxe. Instor Luxe is a premium vertical that blends engineering precision with boutique-style design thinking. From bespoke cosmetic units to modular apparel systems, Instor Luxe aims to cater to fashion, beauty, and lifestyle brands seeking elevated in-store experiences.
In a conversation with IMAGES Business of Fashion, Ritika Mehta, Director, Instor India sheds light on the inspiration behind the launch, the design process, and how Luxe is setting the stage for a new era of experiential retail environments.
Excerpts from the chat…
What inspired the launch of Instor Luxe, and how does it complement or diverge from Instor India’s core business in retail fixtures?
At Instor, we have always believed that retail is more than just a transaction, it’s an experience. Over the last decade, we’ve built our core business around functional, scalable, and efficient retail fixture solutions.
As India’s retail landscape evolves, we’ve seen a sharp rise in demand for elevated, premium in-store environments, especially in fashion, lifestyle, and experiential retail. Instor Luxe was born out of this need.
Instor Luxe was our response to a growing segment of Indian brands and global entrants who are no longer just looking for fixtures, but for brand statements.
It complements our core perfectly. It takes the same engineering expertise and backbone of quality that Instor is trusted for and infuses it with design-forward thinking, modern aesthetics, and a boutique approach. It’s our way of saying: “We’re not just building stores, we’re building stories.”
What was the design and development process like, and how have luxury brands responded?
Designing the Luxe range was both challenging and creatively rewarding. Every fixture had to go beyond function – it needed to evoke emotion. We collaborated with industrial designers, retail consultants, and visual merchandisers to co-create each product, studying global benchmarks, emerging material trends, and shopper psychology.
From modularity and texture to lighting and durability, every detail was tested and refined. Early collaborations with Indian premium brands helped us tailor the range to real-world retail needs.
The response has been overwhelmingly positive. Many brands appreciate having a homegrown partner that matches international design sensibilities while ensuring local feasibility. Following our showcase at In-Store Asia, we’ve seen strong interest from high-end fashion labels, skincare and beauty brands, travel accessory chains, and premium electronics retailers.
How have modularity and customization been built into Luxe fixtures?
Modularity is at the heart of the Luxe range. Our Post-based Apparel Fixture allows brands to switch between hanging, shelving, or display modes effortlessly — without needing entirely new units. Similarly, the Height-adjustable Hangrail gives flexibility to adapt to different garment types and visual merchandising needs, season after season.
Customization is non-negotiable in luxury. Every brand wants its store to feel unique — and our fixtures are designed to adapt to different aesthetics, formats, and brand stories. We’re building Luxe to evolve with the retailer.
Which markets and categories are you targeting first? Are global expansions on the horizon?
We’re initially focused on Tier 1 cities like Pune, Mumbai, Delhi, Bengaluru, and Hyderabad, where premium retail is expanding aggressively – especially in fashion, beauty, home décor, and tech. At the same time, we’re also seeing exciting momentum in Tier 2 and 3 cities, where luxury malls and high-end standalone stores are beginning to take shape. Cities like Jaipur, Chandigarh, Indore, Lucknow, and Kochi are increasingly on the radar for premium brand rollouts.
Segments like cosmetics, watches, luggage, and experiential fashion are seeing strong demand for specialized, design-first fixtures.
As for global expansion, it’s on the roadmap. We’re already in conversation with retail design partners in the Middle East and Southeast Asia, where there’s growing demand for Indian-made, globally competitive solutions.
Are there any existing brand partnerships or pilot rollouts?
It’s a bit of both. We’ve already initiated pilot rollouts with a few premium fashion and skincare brands, and some Luxe units are being prototyped for flagship stores in Bangalore, Mumbai and Delhi.
At the same time, we’re focused on expanding the portfolio, adding more category-specific solutions and design variations, while continuing to build visibility through expos, trade networks, and design consultants.
The goal is to grow organically with the right partnerships that align with our vision of luxury done right.
What investments have been made in R&D and manufacturing for Instor Luxe?
From setting up a dedicated design cell for high-end retail to upgrading our finishing lines and prototyping tools, we’ve built the infrastructure to deliver at a luxury standard.
Instor Luxe isn’t just a product shift, it’s a capability shift. We’re building for scale, but with craftsmanship at the center. We’re currently expanding our state-of-the-art 9-acre facility in Pune, spread across 4,00,000 sq. ft., to accommodate a new line for Instor Luxe focused on low-volume, high-customization batches, which is key for this segment.
This plant already serves as a hub for retail, industrial, and automotive solutions, and now includes a dedicated R&D division with product designers, engineers, and visual merchandisers focused entirely on Luxe — from materials innovation to prototyping and testing.
Looking ahead, do you foresee integrating smart technologies into Luxe fixtures?
Absolutely — the future of luxury retail is phygital, and we’re already exploring integrations like RFID-enabled shelving, digital price tags, and interactive display units within the Luxe range.
Today’s luxury consumer, especially millennials and Gen Z, expect more than just a beautiful space — they want personalized, connected, and data-driven experiences. In fact, studies show that over 70% of Gen Z shoppers prefer retail brands that offer digital touchpoints in-store, whether it’s smart mirrors, NFC tagging, or inventory visibility via apps.
For retailers, technologies like RFID aren’t just about innovation, they’re also about efficiency: real-time inventory tracking, loss prevention, and enhanced personalization. Our goal is to embed this tech seamlessly, so it enhances the customer journey without disrupting the brand’s aesthetic.
Luxury is no longer just about the product, it’s about experience and intelligence. And we’re designing for that evolution.
What brands are you looking at for partnerships and in which regions?
We’re actively engaging with premium and bridge-to-luxury brands across fashion, beauty, accessories, and tech — especially those looking to scale with a consistent, high-design in-store identity.
Regions of focus include Tier 1 cities in India — like Mumbai, Delhi NCR, Bengaluru, and Hyderabad — where mall expansions and high-street retail are booming. At the same time, we’re also seeing exciting momentum in Tier 2 and 3 cities like Jaipur, Lucknow and Indore, where luxury malls and high-end standalone stores are beginning to take shape.
What’s the long-term vision for Instor Luxe?
Right now, Instor Luxe is very much an innovation-led vertical within the Instor ecosystem, but it’s built with the DNA to stand on its own.
Our long-term vision is to evolve Luxe into a distinctive brand for high-end, experiential retail environments, not just in India, but across global markets where there’s growing demand for design-forward, tech-integrated store solutions.
We see Luxe becoming a design lab and strategic partner for luxury brands — offering everything from bespoke fixture systems to concept-to-execution retail solutions.
Whether it remains under the Instor name or branches out independently will depend on market maturity but our ambition is clear: to redefine what luxury retail feels like, from the inside out.
