Bewakoof opens new store for young and style-conscious shoppers in New Delhi
28 June, Mumbai 2025
Popular direct-to-consumer (D2C) fashion and lifestyle brand, Bewakoof has opened its newest store in Rohini, New Delhi. Located on the first floor of the Unity One Mall, this new outlet offers Delhi’s young and style-conscious shoppers an immersive experience into the brand’s distinctive and expressive fashion collections.
Founded in 2012 and headquartered in Mumbai, Bewakoof has gained widespread recognition for its bold, relatable, and youth-oriented aesthetic. The brand specializes in creating trendy apparel and accessories that resonate with the modern Indian consumer, often drawing inspiration from pop culture, everyday humor, and regional influences. From its iconic graphic tees and co-ord sets to Indo-fusion wear and comfortable loungewear, Bewakoof has successfully forged a strong emotional connection with India’s Gen Z and millennial audiences.
Coupled with a sharp social media strategy, the brand’s unique voice has been pivotal to its rapid growth, fostering a community of millions across various platforms and achieving over 10 million app downloads. This latest expansion into offline retail signifies a strategic move to translate its digital-first energy into physical spaces, providing fans with a tangible brand experience.
A significant development for Bewakoof was its acquisition by Aditya Birla Fashion & Retail. This acquisition further strengthens Bewakoof's standing within India’s booming youth fashion segment. With the backing of one of India’s leading fashion conglomerates, offering extensive retail expertise and infrastructure, Bewakoof is now well-positioned to significantly scale its presence across major metropolitan areas.
