Mufti launches new concept store in Bangalore, pushes premium image
29 November 2025, Mumbai
The inauguration of Mufti's new Exclusive Brand Outlet (EBO) at Lulu Mall, Bangalore, is a key maneuver in the brand’s aggressive repositioning strategy, dubbed "MUFTI 2.0." The move signals a major investment in retail experience aimed at shedding its conventional image and embracing a more premium, expressive, and sophisticated aesthetic. This store opening is directly linked to a broader initiative by its parent company, Credo Brands Marketing Ltd., which has significantly increased branding and advertising spends (by ₹8.3 crores in Q3 FY24 YoY) to communicate this new avtar to consumers.
The challenge of elevating brand perception for growth
While the company reported a 15% year-on-year revenue growth in Q3 FY24, it is actively managing muted industry-wide demand. The launch of these premium flagship stores in high-traffic locations like Lulu Mall, a hub already crowded,is critical. The challenge lies in ensuring that the elevated in-store experience and new merchandise architecture translate into a sustainable Same Store Sales Growth (SSSG), which was noted at 1.4% for EBOs in Q3 FY24. The strategy is clear: use flagship openings to solidify the premium positioning and increase the brand’s share of the customer's wallet in key metro markets.
From denim pioneer to lifestyle brand
Founded in 1998 by Kamal Khushlani, Mufti pioneered the concept of "alternative dressing" in Indian menswear, moving beyond traditional formal wear to focus on bold, comfortable casuals like stretch jeans and unique silhouettes. Operating on an asset-light, outsourced manufacturing model, the brand has grown to a pan-India presence through over 400 EBOs and extensive multi-brand outlets (MBOs). The Bangalore store format is designed to align with the refreshed brand identity, which emphasizes Mumbai’s free-spirited, creative energy and aims to evolve Mufti into a 360° men's lifestyle brand, now offering everything from relaxed holiday casuals to urban work attire.
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