Frido accelerates omnichannel strategy with 15-store national rollout

Ergonomics and comfort solutions brand Frido has significantly expanded its physical footprint, launching 15 new experiential stores across Delhi NCR, Mumbai, Bengaluru, Hyderabad, and Pune. This rapid deployment marks a strategic evolution for the Pune-based company, transitioning its business model from a digital-native platform to a high-touch omnichannel retailer. By operating under a company-owned, company-operated (COCO) model, Frido aims to bridge the ‘validation gap,’ where consumers research wellness and mobility products online but require physical trials before finalizing high-intent purchases. According to Ganesh Sonawane, CEO, these outlets function as experience hubs rather than traditional retail stores, designed to educate consumers on body mechanics and provide expert-led solutions for musculoskeletal health.

Diagnostic innovation in wellness environments

The new retail outlets leverage a science-backed approach to product discovery, featuring diagnostic tools such as foot scanners and gait analysis systems. Select locations offer in-house podiatrist consultations, allowing customers to receive personalized data regarding pressure distribution and posture alignment. This integration of clinical insights into a retail environment is central to Frido’s strategy, which includes ‘Place & Learn’ technology that allows shoppers to interact with products across dedicated zones for Home, Work, and Walk comfort. As the company eyes a target of 70 to 100 stores by FY28, it plans to expand into Tier-II markets and advanced recovery technologies, cementing its position in India’s growing preventive wellness sector.

Footwear specialist with focus on individual wellness

Frido is a D2C ergonomics brand specializing in footwear, orthotics, and mobility aids designed for pain relief and posture correction. The company operates in the preventive healthcare segment with a focus on both individual and corporate wellness. Following a recent Series A funding round, it is aggressively scaling its physical retail presence across India.