Only Launches Experiential Flagship: Store design drives new retail sales model
24 November 2025, Mumbai
Global fashion brand Only has signaled a major shift in its Indian retail strategy by unveiling a completely redesigned, 2,331 sq. ft. flagship store in DLF Mall of India, Noida. This revamp is part of a broader trend where physical stores are transitioning from mere sales points to 'theatres of brand experience.' The new layout, based on the brand's latest global concept, focuses on creating an elevated denim experience, using visual merchandising and intuitive zoning to guide shoppers. This experiential strategy is essential, as India’s fashion retail market is projected to exceed $124 billion by 2030, with growth hinging on the convergence of digital and physical touchpoints.
Capturing the aspirational youth market
The primary challenge for youth-focused brands like Only is maintaining relevance and driving conversion among Gen Z and young millennials. The new store addresses this by incorporating fresh visual cues and look-based styling displays, encouraging discovery and experimentation—key traits of the Only target consumer, who is defined by a "playful attitude" and a "love for denim."
The strategic location in a premier mall like DLF Mall of India, a destination mall that uses a 'zoning' concept, highlights the brand’s focus on high-footfall, premium urban locations where consumers are aspirational and receptive to global trends.
The Bestseller India strategy
Only is a flagship brand of Bestseller India, which manages a portfolio including Vero Moda and Jack & Jones. Bestseller India currently operates 62 exclusive brand outlets and is present in 329 shop-in-shops for Only alone, making it a major player in the country's fast-fashion space. The parent company, founded in Denmark in 1975, views store reinvention and an agile omnichannel presence—like selling through its own website and leading online partners—as crucial to supporting its ambitious expansion plans, having opened over 420 stores (brand outlets and SIS) across all its brands in India in a recent year, with the North region leading this aggressive growth.
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