Landmark Group capitalizes on non-metro demand to scale Easybuy value format

Organized value fashion retailers are accelerating physical store rollouts across non-metro urban clusters as rising disposable income and retail infrastructure expansion fuel consumer demand. Capitalizing on this structural shift, Landmark Group’s Easybuy has launched its newest store at LuLu Mall in Kozhikode (Calicut), Kerala. The opening expands the brand’s nationwide network beyond 150 doors. By positioning high-density footprints within regional mall hubs, value apparel brands are capturing higher basket sizes from aspirational family shoppers seeking structured menswear, contemporary womenswear, and kidswear lines.

Localized assortment balances trend agility and margin efficiency

Expanding in non-metro corridors requires balancing fast-fashion visual merchandising with strict price points. Value formats navigate margin pressures through bulk fabric sourcing, streamlined vendor logistics, and rapid inventory turns. Consumers in smaller cities want trend-led products. They are aspirational, but price-conscious. The challenge is to balance design, pricing, and supply chain efficiency, states Karan Mehta, CEO. Easybuy. By embedding localized product edits inside high-footfall regional destinations, apparel retailers enhance inventory productivity while insulating retail operations against digital customer acquisition inflation.

Scalable value retail engine serves emerging consumer hubs

Launched in 2014 under Dubai-headquartered Landmark Group - the parent firm behind Lifestyle and Max - Bengaluru-based Easybuy provides affordable family apparel. Operating over 150 stores, the brand targets aggressive store footprint growth across Tier-II and Tier-III hubs, supported by robust supply chain integration and profitable store-level economics.