Rareism strengthens North India presence via strategic multi-brand retail integration
8 April 2026, Mumbai
Women’s contemporary wear arm of The House of Rare, Rareism has accelerated its physical expansion by integrating into Knockout Stores across Punjab. This move signals a significant shift in the brand’s distribution strategy, moving beyond exclusive brand outlets to leverage high-traffic multi-brand retail environments in Tier II and Tier III markets. By securing floor space in North India’s prominent retail chains, Rareism is positioning itself to capture the rising demand for premium, minimalist fashion among discerning consumers in regional hubs.
Capturing the premiumization wave in regional retail
The integration into Knockout Stores comes as the parent company, The House of Rare, nears a projected Rs 1,000 crore revenue milestone for the FY25-26 fiscal year. While its sister brand, Rare Rabbit, reported a 69 per cent revenue growth in previous cycles, Rareism is now driving a secondary growth engine by focusing on ‘accessible luxury.’ This regional push addresses the 15 per cent increase in consumer discretionary spending observed in Punjab’s urban centers. Expanding through established retail partners allows us to test market appetite with surgical precision while maintaining our premium brand equity, stated a senior retail strategist. The strategy utilizes data-driven assortment planning to ensure that the collections - ranging from structured workwear to fluid evening silhouettes - align with the specific style preferences of the North Indian demographic.
Scaling an omnichannel architecture
Rareism’s expansion is supported by a robust omnichannel framework where physical touchpoints in Punjab serve as experience centers for its growing D2C platform. With the premium fashion segment in India projected to grow at a CAGR of 12 per cent through 2027, the brand is prioritizing physical presence to counter rising digital acquisition costs. By establishing a footprint in Knockout Stores, Rareism effectively hedges against the volatility of standalone high-street rentals while gaining immediate access to a loyal, local customer base. This move is part of a broader 2026 roadmap to increase the brand’s offline visibility by 40 per cent, ensuring it remains a dominant force in India’s evolving ‘modern-classic’ apparel category.
Rareism is a Bengaluru-based premium womenswear brand under The House of Rare, specializing in contemporary, understated fashion. It serves modern Indian women across major metros and Tier II cities. Launched in 2016, the brand focuses on profitable, unfunded growth, contributing to the group’s strong double-digit revenue performance and expansion into footwear.
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