Wacoal expands India operations with new Mumbai store launch

Japanese intimate wear brand, Wacoal has accelerated its operations in India by launching a new flagship boutique on the Linking Road in Mumbai. As the Indian premium lingerie sector approaches a projected valuation of over $4 billion by 2034, this 450-sq-ft outlet serves as a high-touch experience center designed to capture a more discerning consumer base. By anchoring the store with private fitting suites and personalized consultations led by certified experts, the brand is prioritizing physical retail as a strategic counter-weight to the rapid rise of mass-market digital platforms, aiming to convert product discovery into long-term brand loyalty.

Strategic market integration and growth

The Mumbai flagship complements Wacoal’s broader national trajectory, which now encompasses 18 EBOs, over 40 large-format stores, and a presence in a wide number of MBOs. This methodical distribution strategy aligns with evolving consumer expectations for inclusive sizing and technical performance. According to Pooja Merani, COO, Wacoal India, by launching the flagship in a high-traffic lifestyle hub like Khar West, the brand aims to position itself at the center of the modern woman's lifestyle journey. With the intimate wear market shifting toward high-performance materials and sustainable production, Wacoal is leveraging its 75-year heritage of ergonomic design to maintain its competitive edge in a segment increasingly defined by body-positive marketing and rigorous quality standards.

Driven by technological innovation and inclusive design

Established in Kyoto in 1946, Wacoal is a global leader in premium intimate wear, shapewear, and sleepwear. The brand debuted in India in 2015 and currently focuses on expanding its premium retail footprint through exclusive brand outlets and digital channels. Its growth is driven by technological innovation in fit and inclusive design.