Waimea plans offline expansion in India

18 July 2024, Mumbai

New York-based denim menswear brand, Waimea plans to expand its offline operations in India, less than two months after launching its online platform in the country

The retailer has already partnered with Andhra Pradesh-based multi-brand outlet (MBO) Tipsy Topsy, which operates over eight stores in the state and is currently in talks with other multi-brand retailers including Hyderabad-based Ant-Eye.

According to Mahesh Khemlani, CEO, Waimea, India offers a youthful demographic with a penchant for bold fashion choices, aligning perfectly with the brand’s target audience.

Having debuted in the Indian market with its online platform in April 2024, Waimea has since partnered with e-commerce platforms such as Myntra, Ajio, Amazon, and Nykaa Fashion. The brand aims to establish a strong foothold in the market by expanding its retail presence and innovating on its product range to meet consumers’ evolving preferences, says Khemlani.

Founded in 2000 in Puerto Rico, US, as a subsidiary of Rams Import Inc, Waimea is the brainchild of brother duo Rajesh and Mahesh Khemlani. Over the past five years, the brand has sold 3.5 million pieces of denim annually.

The company sells various types of streetwear denim jeans, including stacked, skinny, baggy, French terry, and relaxed. In India, the price range for these jeans starts from around Rs 2,000 and goes up to Rs 8,000.

India is Waimea’s second market after the US. The fashion brand also aims to expand into new global markets, with a primary focus on Indonesia.

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