Nobero accelerates retail footprint with rapid store rollout

Digital-native fashleisure brand, Nobero has intensified its brick-and-mortar expansion by inaugurating three exclusive brand outlets within the past three weeks. The new locations—situated at Odeon Mall in Hyderabad, Ansa City Centre in Ghaziabad, and Pacific Mall in Jasola, New Delhi - bring the brand’s total physical store count to 10. This aggressive deployment serves as a strategic cornerstone for TMRW House of Brands, the Aditya Birla Group-backed venture aiming to harmonize digital convenience with the experiential requirements of modern Indian consumers. By establishing a presence in high-footfall metropolitan malls, the brand is effectively narrowing the gap between its established online community and physical product engagement.

Data-driven performance and future scaling

The brand’s shift toward physical retail is underpinned by robust performance metrics from its initial outlet phases. Early reports indicate, the first seven stores have achieved profitability, with select locations recording sales productivity exceeding 80 sales per square foot per day (SSPD) - a figure notably higher than the industry benchmark of 30 to 35 SSPD. This operational efficiency is driven by a strategy that uses physical stores as diagnostic hubs to collect real-time consumer feedback on fit, fabric, and style preferences. With current store productivity and a strong affinity among existing online customers, the company is on a trajectory to meet its target of 25 exclusive outlets by the end of fiscal year 2026, further solidifying its position within the competitive athleisure and travel-inspired apparel segments.

Nobero is a digital-first fashleisure brand specializing in comfort-led, travel-inspired apparel for men and women, including joggers, co-ord sets, and polos. Acquired by TMRW (Aditya Birla Group), the brand is rapidly scaling its physical retail presence across Indian metros to complement its e-commerce operations, targeting 25 stores by FY26