Chupps Footwear to capture mid-market demand with expansion of retail footprint

Chupps Footwear is embarking on a strategic retail expansion aimed at securing a 40–50 store network across India within the next two years. By transitioning from a digital-first model to a robust omnichannel presence, the Mumbai-based brand intends to capitalize on the burgeoning demand for ‘recovery-wear’ and high-performance open footwear. With 15 new EBOs slated for launch in 2026, the company is prioritizing high-traffic travel hubs and premium urban malls to enhance brand visibility. This retail scaling is designed to complement its existing distribution network of over 3,000 multi-brand stores, aiming to bridge the critical price-value gap in the domestic market between mass-market utility chappals and high-cost global labels.

Diversification through technical innovation

To sustain its growth trajectory and target a revenue milestone of Rs 400–500 crore over the next three years, Chupps is aggressively diversifying its product architecture. Beyond its core men’s slide and sandal range, the brand is scaling its women’s and children’s categories while introducing nearly 50 new SKUs, including backstrap sandals and home-focused comfort wear.

Central to this expansion is the integration of proprietary technologies such as ‘Quick Dry,’ offering 90 per cent water resistance, and ‘Massage Footbeds’ designed for enhanced airflow and ergonomic support. According to Yashesh Mukhi, Founder, these innovations are essential to maintaining a high customer retention rate - currently sitting at 27 per cent - as the brand seeks to cement its status as a specialist in the Rs 500–Rs 2,000 ‘middle-ground’ footwear segment.

Specializing in comfort-led open footwear

Chupps is a Mumbai-based D2C footwear brand established in 2022. It specializes in sustainable, comfort-led open footwear, including slides, sandals, and clogs. The company focuses on the Indian and UAE markets, utilizing technical R&D and eco-friendly materials to target the accessible-premium category, with significant growth driven by an omnichannel retail strategy.