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Bhartiya Mall of Bengaluru has expanded its experiential retail portfolio with the onboarding of emerging direct-to-consumer brands Sorele, Kameleo, and Frido, further reinforcing its position as a leading lifestyle destination in North Bengaluru.
The latest additions underscore the evolving preferences of modern consumers, who are increasingly gravitating toward brands that offer a blend of individuality, wellness, functionality, and immersive shopping experiences. As digitally native brands accelerate their offline expansion, the mall is curating a retail ecosystem designed to cater to Bengaluru’s young, aspirational, and experience-seeking audience.
Among the new entrants is Sorele, a contemporary fashion jewellery brand known for its minimalist designs crafted with 18K gold plating and lab-grown Moissanite diamonds. Targeting Gen Z consumers, working professionals, and urban families, the brand focuses on accessible luxury that seamlessly transitions from everyday wear to special occasions.
Joining the fashion mix is Kameleo, a customisable footwear brand that champions creativity and personal expression. The brand enables customers to personalise their footwear through interchangeable soles and straps across collections such as Candy, Poppi, and Twin, offering a combination of vibrant aesthetics and all-day comfort.
Notably, the Bhartiya Mall outlets mark the first mall-based stores for both Sorele and Kameleo, highlighting a growing trend among D2C brands to move beyond high-street locations and establish a presence in destination-led retail environments.
The mall has also strengthened its wellness segment with the addition of Frido, a brand specialising in ergonomic and comfort-focused products designed to support posture, mobility, and everyday well-being. The offering is expected to resonate with the growing base of health-conscious consumers, including professionals working at the Bhartiya Center of Information Technology, families, and shoppers seeking functional lifestyle solutions.
The arrival of Sorele, Kameleo, and Frido reflects the broader momentum of online-first brands leveraging physical retail to deepen customer engagement and provide hands-on product experiences. By bringing these brands into an integrated lifestyle destination, Bhartiya Mall is helping bridge the gap between digital discovery and offline interaction.
As North Bengaluru continues to emerge as one of the city’s fastest-growing residential and commercial hubs, Bhartiya Mall of Bengaluru is steadily enhancing its retail ecosystem by bringing together fashion, lifestyle, wellness, dining, and entertainment offerings under one roof. The region’s rapid urban growth, supported by the influx of thousands of new residents every month, continues to create strong demand for curated and experience-led retail destinations.
“At Bhartiya Mall of Bengaluru, we are seeing a strong shift in how digitally native brands approach offline retail. Today’s consumers discover brands online, but they increasingly want immersive physical experiences before making purchase decisions. Brands like Sorele and Kameleo choosing Bhartiya Mall of Bengaluru for their first mall stores reflects the strength of our ecosystem and the kind of consumer community we cater to — from young residents and working professionals to families and aspirational shoppers across North Bengaluru. With additions like Frido, we are also strengthening categories centred around wellness, comfort, and lifestyle innovation, which are becoming increasingly relevant for modern urban consumers,” said Jermina Menon, Brand & Marketing Strategist, Bhartiya Urban.
Driven by a growing portfolio of fashion, lifestyle, wellness, dining, and entertainment brands, Bhartiya Mall of Bengaluru continues to curate immersive experiences for Bengaluru’s increasingly aspirational and experience-focused consumers.
