25 November 2025, Mumbai
The launch of Newme’s 18th store at Phoenix Marketcity in Pune solidifies a major trend in India's fast-fashion ecosystem: digitally native brands are aggressively pursuing physical retail in Tier-2 consumption centers. Newme, which specializes in trendy, affordable apparel for Gen Z, has executed this rapid scale-up within 18 months of its founding. This strategy is driven by the fact that organized offline retail still accounts for approximately 70% of total apparel sales in the country. The brand views its Pune success—where overwhelming demand led to a quick second store opening—as a case study proving the high conversion potential and lower return rates of experiential, brick-and-mortar outlets.
Scaling omni-presence
As a direct-to-consumer (D2C) entity, Newme leverages its total control over design and inventory to refresh its stock every few weeks, giving it a key advantage over traditional retail cycles. Backed by recent seed funding, the company is targeting over 30 operational stores by the current fiscal year’s end, focusing on aspirational, high-street locations in cities like Lucknow, Indore, and Jaipur. Analysts project the brand is on a 3x revenue growth trajectory, aiming to capture a significant portion of the burgeoning 120+ billion Indian fashion market by utilizing physical stores not just for sales, but as vital 'discovery centers' that build consumer trust and drive higher average cart values.
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