Azorte expands Mumbai presence with a new neo-store at Phoenix MarketCity

Reliance Retail's premium fashion and lifestyle brand, Azorte, has expanded its presence in Mumbai by launching a new flagship-style store at Phoenix MarketCity.

Designed as a ‘neo-store,’ the new store fuses physical retail with advanced technology to create an immersive and efficient shopping experience.

Spanning 14,881 sq ft, the store reinforces the brand’s position as a key destination in the premium fashion segment. It was inaugurated by actor and style icon Khushi Kapoor, signaling Azorte's appeal to the youthful and fashion-forward audience.

The store incorporates several digital innovations to enhance the customer journey and operational efficiency. These include Smart Trial Rooms offering contextual product recommendations and allowing shoppers to request additional sizes or products at the touch of a button; Interactive Digital Screens to showcase extended collections (endless aisle) and act as dynamic digital signage; RFID & QR Code Technology for efficient inventory management, ensuring better stock availability and fewer gaps; Self Check-Out Counters to provide a seamless and time-efficient option for customers to complete their purchases and a frictionless check-in service for customers who prefer a self-guided shopping experience.

Azorte focuses on offering a curated mix of global and contemporary styles under one roof, appealing to the segment looking for accessible luxury and variety. The brand caters to product categories including womenswear, menswear, kidswear and accessories.

This new store launch marks Azorte's 40th store across India, highlighting Reliance Retail's rapid expansion strategy in the country's fast-growing urban fashion market.