Rare’Z strategizes premium footwear expansion with OTIMO launch

The House of Rare has officially broadened the scope of its premium footwear label, Rare’Z, through the launch of OTIMO, a line of driving-inspired lifestyle sneakers. This strategic expansion marks a transition for the brand, which has historically centered its portfolio around contemporary menswear and womenswear, into the design-led footwear category. By focusing on a low-profile silhouette and vegan suede materials, the brand aims to capture a segment of the market that prioritizes versatility, catering to the growing consumer preference for footwear that bridges the gap between office-appropriate attire and weekend casual wear.

Scaling through design sophistication

Manish Poddar, Founder and Creative Director, emphasizes, the brand’s entry into this category was deliberate, involving two years of development to calibrate the fit and construction standards. This methodology highlights a broader industry trend where retailers are focusing on product-specific engineering to differentiate their offerings in an increasingly crowded premium space. As domestic footwear demand in India shifts toward expressive, functional designs, the brand is leveraging its existing retail infrastructure - comprising over 1,100 touchpoints- to ensure widespread accessibility. This physical presence remains a critical advantage, as the market continues to favor in-store experiences even as digital integration grows.

Navigating the premium retail landscape

The introduction of OTIMO occurs against a backdrop of robust growth in the Indian footwear sector, where athletic and hybrid lifestyle segments are emerging as primary drivers of revenue. While brands in the premium category face challenges regarding input cost management and price sensitivity, the House of Rare’s focus on long-term portfolio diversification suggests a confidence in its premium positioning. By expanding into women’s footwear with this launch, the company is effectively utilizing its brand equity to tap into new consumer segments, positioning its design philosophy to command a larger share of the modern wardrobe.

The House of Rare, founded in 2015 by Manish and Akshika Poddar, is a multi-category fashion powerhouse under the Radhamani Textiles umbrella. It operates the menswear brand Rare Rabbit and the contemporary womenswear line Rareism. With over 1,100 retail touchpoints, the company is currently scaling its footwear portfolio through the Rare’Z label and diversifying with recent initiatives like the Rare Ones kidswear line and the RareFore cultural platform.