Juliet Apparels accelerates retail expansion with 100 new stores by 2027
11 April 2026, Mumbai
A cornerstone of India’s women’s intimate and leisurewear sector, Juliet Apparels has announced a robust strategic roadmap to scale its retail presence to 100 exclusive brand outlets (EBOs) by 2027. This aggressive expansion comes at a time when the Indian lingerie market is witnessing a 10.7 per cent Y-o-Y growth, projected to reach new heights by late 2026. By shifting focus from a predominantly B2B distribution model - currently spanning 1,600 MBOs - to a direct-to-consumer flagship approach, the company aims to enhance brand visibility and capture a larger share of the premium everyday-wear segment.
Global aspirations and omnichannel integration
The expansion is not limited to domestic borders; Juliet is actively broadening its international reach across the UAE, Sri Lanka, Nepal, and Mauritius. Reaching our golden jubilee is a milestone that demands a forward-looking evolution, states Shashikant Mulchand Trevadia, Founder and Chairman. This next phase prioritizes an integrated omnichannel ecosystem, merging physical touchpoints with digital accessibility to serve a modern consumer base. With operational revenue estimated at $18.5 million as of the last fiscal cycle, the firm is leveraging its 50-year heritage to transition into a global contender in the affordable, quality-driven women’s apparel market.
Navigating market dynamics and premiumization
As consumer preferences tilt toward ‘investment pieces’ and functional fashion, Juliet faces the challenge of maintaining its mass-market appeal while trading up in the premium segment. The strategy involves a significant increase in market share - eyeing 15 per cent by FY26 - supported by a diversified product portfolio that includes bras, nightwear, and the newly competitive T-shirt category. This retail surge serves as a blueprint for balancing high-volume distribution with the high-margin benefits of exclusive, experience-led physical stores.
Established in 1976, Juliet Apparels is a Mumbai-based leader in women’s intimate wear, nightwear, and leisurewear. Operating a vast network across 21 Indian states and four international markets, the company is currently executing a retail-heavy expansion to hit 100 EBOs by 2027. With a historical foundation in quality textiles, it now targets a 15% domestic market share.
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