Tmrw, the House of Brands retail division of the Aditya Birla Group announced a strategic alliance with retail-as-a-service platform LiteStore to expedite its physical expansion throughout India. Over the next 18 months, the partnership is anticipated to add 25,000 square feet of retail space.
According to Tmrw’s CBO and business head Manish Singhai, the value of this growth is in creating customer-centric retail formats that improve brand visibility while offering an exceptional shopping experience. “Without sacrificing brand experience, their plug-and-play model enabled our brands to test, scale, and iterate across formats,” he continued.
Wrogn, Bewakoof, The Indian Garage Co., and Nobero—all digital-first fashion and lifestyle brands—will open new physical stores as part of the program in busy places including malls, high streets, and upscale outlet centres.
LiteStore has already backed significant Tmrw launches, such as Bewakoof’s first store in Bengaluru’s Forum South Mall and many locations in HSR Layout and Koramangala. Additional milestones include the opening of Nauti Natti’s first store in western India, Nobero’s exclusive brand outlet in Pune’s Amanora Mall, and Wrogn’s flagship in HSR Layout.
Additionally, Tmrw has launched drive-away outlet stores in Bengaluru and launched brands including Juneberry, Veirdo, and Urbano at Flxy, a multi-brand store in Pune that caters to Generation Z.
