Nirmooha by Prreeti Jain Nainutia debuts in Mumbai with a store at Fort

Expanding its physical retail presence in the Indian fashion market, fashion label Nirmooha by Prreeti Jaiin Nainutia has opened its first flagship store in Fort, Mumbai. Launched after the brand’s participation in Paris Fashion Week 2025, the new store opening marks a significant retail milestone for the homegrown label.

Offering a selection of prêt and couture collections for both womenswear and menswear, the store helps the label strengthen its retail footprint in a key commercial district known for its historic significance and proximity to high-traffic urban consumers.

Nirmooha’s product line includes draped co-ords, structured sets, and updated interpretations of Indianwear. The brand has also introduced menswear offerings, featuring casual shirts and occasion wear designed for contemporary buyers.

The store features pieces from its Paris Fashion Week 2025 collection titled Shree, which includes sculpted garments with gold detailing in a palette of jewel tones and neutrals.

The interior design of the flagship store reflects the brand’s aesthetic, featuring a concept called ‘The Tale of Two Arches,’ which contrasts traditional forms with modern design cues. Architectural elements include tall arched windows, a double-height ceiling, S-shaped curves, and metal mesh chandeliers. These design components mirror the signature cording used in the brand’s clothing.

Prreeti Jaiin Nainutia, Founder and Creative Designer of Nirmooha says, every element in the store, from the interiors to the detailing, reflects the brand’s story and signature style. The brand’s collections are for the contemporary individual - modern in spirit, yet grounded in tradition and a strong sense of self.

The store marks an important step in the brand’s offline expansion and aims to deliver a retail experience that aligns with its creative identity and operational strategy.