Through this collaboration, TMRW’s digital-first brands such as Wrogn, Bewakoof, The Indian Garage Co., and Nobero will open multiple stores across the country
Bengaluru: TMRW, the new-age house of brands from the Aditya Birla Group, has partnered with LiteStore, a retail-as-a-service company to add 25,000 sq. ft. of retail space across the country over the next 18 months, a press release said on Friday.
Through this collaboration, TMRW’s portfolio, which includes digital-first brands such as Wrogn, Bewakoof, The Indian Garage Co., and Nobero will open multiple stores across malls, high streets, and premium outlet centres.
“The value of this expansion lies in curating customer-centric store formats that enhance brand visibility while providing a superlative shopping experience. Bringing beloved brands under one roof creates a broader selection and a seamless experience for customers.” said Manish Singhai, CBO and Business Head, TMRW. “Their plug-and-play model allowed our brands to test, scale, and iterate across formats—without compromising on brand experience.”
LiteStore has already facilitated several high-impact retail launches for TMRW, including Bewakoof’s first store at Forum South Mall and key high-street locations in HSR Layout and Koramangala, Bengaluru, Wrogn’s first flagship outlet in HSR Layout, Bengaluru, Nobero’s exclusive brand outlet (EBO) launch in Amanora Mall, Pune, Nauti Natti’s first store debut in West India, TMRW’s first batch of driveaway outlet Stores in Bengaluru’s airport Road, and the launch of Urbano, Veirdo, and Juneberry at FLXY, India’s first Gen Z and millennial-focused multi-brand outlet in Pune.
With a focus on fashion and lifestyle, TMRW’s strategic vision entails crafting a leading House of Brands enterprise, exceeding the $1 billion benchmark, within the next 5–7 years. Currently, its portfolio consists of casual wear, athleisure & fashleisure along with expression wear and kids wear categories.
