House of Rare expands Punjab footprint with new store opening in Patiala

The House of Rare has officially expanded its North Indian operations with a strategic dual-brand launch at Goldust City Centre, Patiala. This new facility integrates Rare Rabbit’s tailored menswear with Rareism’s fluid womenswear, reflecting a move toward high-density ‘lifestyle destinations.’ The launch coincides with a significant migration of premium retail demand toward Punjab’s emerging urban hubs, where high disposable income and evolving fashion maturity are creating a vacuum for sophisticated western silhouettes. Following an exceptional fiscal performance in 2025 where revenue topped Rs 1,000 crore, the brand is leveraging these regional centers to sustain its valuation momentum. Unlike traditional retailers, House of Rare maintains a strict full-price sell-through strategy, preserving brand equity in markets that are increasingly sensitive to quality over mass-market discounts.

Capitalizing on the affordable luxury trajectory

This expansion is underpinned by a 14 per cent growth rate in India’s affordable luxury segment, which is projected to outperform the broader $115 billion apparel market by the end of 2026. By consolidating its diverse portfolio - including the Rare’Z footwear line - into single, opulent commercial spaces, the brand is maximizing customer lifetime value through a unified shopping experience. Industry data indicates that Tier-2 consumers are now prioritizing ‘clean luxury’ aesthetics, moving away from loud branding toward the understated craftsmanship Rare Rabbit is known for. A senior retail analyst observed,the brand’s ability to maintain an 18-19 per cent EBITDA margin while scaling rapidly to 1,100 touchpoints is a testament to its operational discipline and superior product differentiation in a competitive landscape.

Future-proofing through omnichannel synergy

The Patiala flagship serves as a cornerstone for the brand’s 2026 expansion roadmap, which emphasizes a digital-physical hybrid model. By utilizing high-street locations to anchor the brand's physical presence, House of Rare is bridging the gap between high-intent online research and tactile store engagement. The firm’s growth strategy remains focused on ‘culture-led’ expansion, entering markets that exhibit a high degree of brand awareness via digital platforms. As the company matures into a potential unicorn candidate, its focus on premiumization and ’experience-led’ retail ensures it remains at the forefront of India’s western fashion transition. The move into Patiala signifies a broader commitment to capturing the cultural energy of Northern India while solidifying its status as a premier lifestyle powerhouse.

Founded in 2015 by Manish and Akshika Poddar, House of Rare specializes in high-craftsmanship menswear and contemporary womenswear. Operating over 200 exclusive stores, the brand targets India's premium western fashion segment. With FY25 revenues exceeding Rs 1,000 crore, it is currently scaling its footprint across Tier-2 cities to maintain double-digit growth.