SHR Lifestyles is stepping up its expansion strategy with the launch of ‘Beyond Special’, a new large-format experiential retail concept aimed at strengthening consumer engagement and accelerating growth in India’s organised ethnic wear market.
The company’s ethnic wear brand, Shree, has outlined plans to achieve nearly Rs. 1,000 crore (US $104 million) in revenue by 2031 through an aggressive retail expansion strategy. The plan includes scaling its network to around 400 outlets nationwide, alongside the rollout of 25-30 ‘Beyond Special’ stores over the next five years.
The first flagship ‘Beyond Special’ outlet has opened in New Delhi’ Lajpat Nagar, with further expansion planned across cities including Chandigarh, Lucknow, Jammu, Jaipur and Dehradun.
Unlike conventional apparel outlets, the ‘Beyond Special’ format has been positioned as a comprehensive ethnic fashion destination. The stores, spread across 5,000-6,000 sq.ft., house daily wear, festive collections, sarees, ready-to-stitch garments, occasion wear, jewellery and perfumes under one roof, allowing the company to offer a broader assortment and a more premium shopping experience.
Industry observers view the move as part of a broader shift within India’s organised fashion retail sector, where brands are increasingly adopting immersive and experience-led formats to attract consumers seeking wider assortments, personalised shopping and elevated store environments.
Alongside exclusive brand outlets, the company is also looking to strengthen its presence through multi-brand outlets and digital channels, with a particular focus on millennials and Gen-Z consumers through ecommerce marketplaces.
Founder and Managing Director of SHR Lifestyles Pvt. Ltd., Sandeep Kapoor stated that ‘Beyond Special’ represented the next phase of Shree’s growth journey after establishing strong brand equity through its existing formats. He added that the initiative was designed as a calibrated and capital-efficient retail transformation aimed at delivering long-term sustainable growth.
The company expects each ‘Beyond Special’ store to generate annual revenues of around Rs. 5 crore (US $521,000), while marquee locations such as Lajpat Nagar could potentially deliver annual revenues of up to Rs. 10 crore (US $1.04 million). Management has adopted a measured expansion strategy, targeting approximately one new flagship opening every quarter.
The larger retail footprint is also expected to support the company’s category diversification plans. Shree has recently entered the saree segment and is simultaneously expanding its men’s ethnic wear business, which was introduced in 2025. The broader format enables the brand to stock larger assortments, increase cross-selling opportunities and improve customer retention.
The company is increasingly targeting India’s expanding base of aspirational consumers and working women, including professionals, teachers, entrepreneurs and urban shoppers seeking ethnic wear that balances affordability, comfort and style for workwear, festive occasions and social events.
Alongside its domestic expansion, Shree is also strengthening its international presence through stores in Dubai, Abu Dhabi, Riyadh and Sharjah, catering to growing demand for Indian ethnic fashion among global consumers and the Indian diaspora.
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