Nykd by Nykaa expands physical presence with five new store openings
06 December 2025, Mumbai
Fast-growing innerwear and athleisure private label of Nykaa Fashion, Nykd by Nykaa, has significantly expanded its physical presence, announcing five new store openings—including strategic entries in HiLITE Mall (Thrissur and Calicut) and Zora The Mall (Raipur). This brings its total store count to 27 across India.
This rapid retail blitz is part of a larger, deliberate omnichannel strategy to establish Nykd as a dominant, accessible brand in the booming Indian innerwear market, currently valued at over $4.4 billion.
The aggressive expansion of Nykd's Exclusive Brand Outlets (EBOs) is central to Nykaa Fashion's overarching goal of achieving EBITDA break-even by the end of FY26.
Nykd, which focuses on ‘everyday comfort’ across lingerie, sleepwear, and activewear, has emerged as the strongest performer among Nykaa’s five fashion brands, boasting an annualized Gross Merchandise Value (GMV) run rate of over ₹170 crore and crossing the ₹100 crore revenue milestone in FY25.
The physical stores, designed as "comfort-first spaces," leverage Nykaa's robust omnichannel model. The company's profitable store network has delivered strong GMV growth (over 31% Year-over-Year), reinforcing the value of the 'phygital' strategy.
By expanding into high-footfall Tier-2 cities like Jabalpur and Raipur, Nykd is successfully capitalizing on rising disposable incomes and increasing demand for branded, high-quality, non-discounted innerwear (the brand maintains an approximately single-digit discount policy).
Get in Touch! 
