19 January 2023, Mumbai
Nykd by Nykaa has opened a second store in Hyderabad. Focused on immersive, engaging, and tech-led shopping experiences, the store features cutting-edge products spread across a 550 sqft area. Offering today’s globalized, informed, and evolved consumers second-skin comfort, the store provides a 360-degree intimate wear experience.
Nykd by Nykaa is a lingerie, athleisure, and sleepwear brand from Nykaa. Nykd by Nykaa delivers on functional and comfortable products steeped in the latest innovations in fabric and fit as well as a user experience that will simplify the buying process. This deep understanding of consumer concerns and tech-led capability reflects in every garment of Nykd by Nykaa.
The aim is to provide women solutions to issues they face during bra purchases — ranging from wrong size, wrong style, bra hickies, and bulky bras that are visible under T-shirts. Traditionally, lingerie as a category was predominantly perceived for the male gaze or to make a bold statement.
The challenge was to steer away from this narrative and move towards intimate wear being functional and comfortable. The brand wants women to buy lingerie for themselves, and their individual needs, keeping their comfort at the forefront. Tools such as the bra advisor help women figure out their right size and fit derived from an AI-based algorithm.
