Brandman Retail bets on India’s premium shift with aggressive scale-up

Brandman Retail is orchestrating a significant transformation in India’s premium footwear landscape. Departing from the traditional perception of India as a purely price-sensitive market, the company is doubling down on a value-driven retail strategy. Kashika Malhotra, Director noted, post-COVID consumer behavior has evolved, with shoppers increasingly prioritizing quality and global brand resonance over pure cost-considerations. This shift is fueling Brandman’s objective to grow its physical retail footprint from 14 stores to 116 by 2028, with an interim target of 45 outlets by April 2027.

Diversifying the global portfolio

Beyond its established success with New Balance, the retailer is actively expanding its brand equity. The strategic roadmap includes the introduction of technical and lifestyle heavyweights such as France’s Salomon, alongside Saucony, Anta, and Wilson. This portfolio diversification is designed to cater to a sophisticated, well-researched consumer base that transcends major metropolitan hubs. Evidence of this reach is visible in the company’s performance, where some of its most profitable outlets are now situated in Tier-II cities like Lucknow. Financially, the firm is well-positioned to fund this expansion, having reported a 20 per cent year-on-year revenue growth to Rs 1.62 billion for FY26, accompanied by a net profit of Rs 252.9 million.

A premier distribution and retail platform

Brandman Retail acts as a premier distribution and retail platform in India for high-end global footwear and lifestyle labels. The company operates through physical stores, including the ‘Sneakrz’ multi-brand chain, and its proprietary digital channels. Aiming for rapid national penetration, the firm is scaling its operations to capitalize on the projected growth of India’s $58 billion sports and apparel market by 2030. Incorporated in 2021, the company has transitioned into a publicly listed entity, focusing on sustainable fiscal growth and the consolidation of diverse global brands under one inventory ecosystem.