12 January 2025, Mumbai
A standout ‘fashleisure’ brand within the Aditya Birla Group’s TMRW portfolio, Fashleisure has reached a critical milestone with its latest store opening at Metro Junction Mall, Kalyan. This move marks the brand's formal entry into the Mumbai Metropolitan Region - a geography that already contributes significantly to its digital sales. By transitioning from a pure-play D2C model to a high-visibility physical footprint, Nobero is capitalizing on the premiumization of India’s activewear segment, which is projected to expand at a 15.5 per cent CAGR through 2032. This physical offensive is designed to convert digital browsers into high-LTV (lifetime value) customers by offering an immersive brand experience.
Strategic synergy and the path to a 125-store network
The Mumbai expansion is a cornerstone of Nobero’s roadmap to establish 25 EBOs by 2026-end. Operating under the TMRW ‘House of Brands’ ecosystem—which recently secured a Rs 437 crore investment from ServiceNow Ventures - Nobero is leveraging group-level supply chain efficiencies and data analytics. ‘Physical retail is the next frontier for our hypergrowth phase,’ notes Prashanth Aluru, CEO and Co-founder of TMRW. With the TMRW portfolio reporting a 27 per cent Y-o-Y revenue growth in recent quarters, Nobero is utilizing its "travel-inspired" fashion niche to outpace generic casualwear rivals. The brand is currently on track to help TMRW exceed a cumulative 125-store network by FY26, ensuring a seamless omnichannel journey for its millennial and Gen Z audience.
Aditya Birla TMRW: Pioneering digital-first fashion
An Aditya Birla Group venture, TMRW is a leading ‘House of Brands’ scaling digital-first fashion labels like Nobero, Bewakoof, and Wrogn. Focusing on activewear, casualwear, and ethnic segments, TMRW targets a $1 billion valuation by 2028. With a portfolio growth of 38 per cent in FY25, it is aggressively expanding its offline footprint across India’s top 20 urban clusters.
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