The Pant Project, a firm that has been focused on bottomwear, has made its foray into multi-brand retail with a strategic collaboration with Shoppers Stop—its first entry in the multi-brand outlet (MBO) format. This was announced by a company official on LinkedIn, highlighting a significant milestone in the brand’s offline growth strategy.
This collaboration provides The Pant Project physical store space at five Shoppers Stop malls in Mumbai, Pune, and Bengaluru. They are R City Mall in Ghatkopar, Viviana Mall in Thane, Linking Road in Bandra, Elpro Mall in Pune, and Bannerghatta Road in Bengaluru.
As per CEO Dhruv Toshniwal, the entire lineup of products found on The Pant Project’s site and free-standing stores will also be available at Shoppers Stop, with prices maintained across channels. Special launch offers and free alteration services will also be there for customers at the new MBO stores.
Toshniwal highlighted a gap in the market that the brand seeks to address. He wrote on social media that most brands devote 70–80% of their collections to top wear, leaving a clear white space in the bottom wear category, and they’ve built their identity around comfort and fit—and they’re sticking to that promise. He also signalled plans for broader retail expansion across India, both physically and digitally.
The Pant Project has nine standalone shops in operation and retails online on its own site and top e-commerce marketplaces. The shift into MBOs is an expression of the brand’s desire to enhance accessibility and exposure as it expands across the country.
