24 May, Mumbai 2025
Aditya Birla Group's contemporary fashion and lifestyle house, TMRW has teamed up with LiteStore, a ‘retail-as-a-service’ specialist, to launch its popular online brands into brick-and-mortar stores nationwide in India.
TMRW is home to well-known brands like Wrogn, Bewakoof, The Indian Garage Co, and Nobero. While these brands have thrived online, LiteStore's partnership will now make them available in malls, high streets, and premium outlet centers across India.
Driven by its mission to create greater value for customers, TMRW aims to bring its vision to life with the agility, transparency and retail expertise offered LifeStore, states Manish Singhai, CBO and Business Head, TMRW.
LiteStore has previously assisted brands such as NewMe and The Pant Project in establishing physical retail presence. Their comprehensive services include everything from prime location selection to store design and construction, staffing, and daily operational management.
This partnership aims to open 25,000 sq ft of new retail space within the next 18 months. This expansion will include exclusive brand stores, multi-brand outlets, and premium outlet centers.
This retail model also allows brands to test and refine their strategy while remaining agile, avers Puneet Dinesh, Co-founder, LifeStore.
This collaboration effectively merges the strengths of digitally native brands with the power of in-person shopping. With LiteStore's ‘plug-and-play’ model, TMRW brings exciting, well-designed stores closer to customers across India. Together, TMRW and LiteStore are transforming the Indian retail landscape, making fashion more accessible, enjoyable, and innovative.
