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In an exclusive interaction, Arun Malhotra, Founder and Managing Director, Brandman Retail, discusses the company's journey since its launch in 2021, its omnichannel growth strategy, approach to localising global brands for Indian consumers, and partnership with Skechers India. He also shares insights on emerging retail trends, the role of e-commerce and quick commerce, and Brandman's long-term vision for India's evolving sports and lifestyle market.
What inspired the launch of Brandman Retail in 2021, and what market gap were you aiming to address in India’s sports and lifestyle retail segment?
The idea behind Brandman Retail emerged from a clear gap in the Indian market. While consumer demand for premium international sports and lifestyle brands was growing rapidly, many global brands lacked a partner capable of building long-term brand equity rather than simply distributing products. We saw an opportunity to create a platform that could offer end-to-end market expertise across retail, digital commerce, supply chain, marketing, and consumer engagement. Brandman Retail was established to bridge that gap and help global brands build a sustainable and meaningful presence in India.
How was the concept of Brandman Retail developed, and what made you focus on an omnichannel and experience-led retail model?
Brandman Retail was established on a clear observation. India had a strong and growing appetite for premium global brands, and the opportunity to build the right infrastructure to support them was significant. Our focus on an omnichannel and experience-led model came from a firm belief that distribution and brand building are fundamentally different undertakings. Getting product to market creates presence, but building a brand requires ownership of the full consumer journey, from how it is positioned to how it is experienced at every touchpoint. That principle is what Brandman Retail was built around, and it remains central to how we operate today.
What differentiates Brandman Retail from traditional retail operators and distribution partners in India?
Conventional distribution models are primarily oriented around product placement and channel reach. At Brandman Retail, our role is considerably broader than that. Brandman operates as a full-stack platform bringing together strategy, retail execution, supply chain, digital integration, and consumer understanding within one ecosystem. We function as an extension of the brand in India rather than a channel partner. Our mono-brand stores, Sneakrz, the Rockport licensing model, and e-commerce all work together as one integrated system, and that depth of involvement is what separates us from a conventional distributor or franchise operator.
Brandman Retail works with several international brands including New Balance, Saucony, Anta, Wilson, and On Running. What makes India such an attractive market for global sports and lifestyle brands today?
India is one of the fastest-growing consumer markets globally, driven by rising disposable incomes, increasing health and fitness awareness, and a young, aspirational population. Consumers today are more informed, brand-conscious, and willing to invest in premium products that align with their lifestyles. Categories such as running, outdoor, athleisure, and sports performance are witnessing significant growth. For global brands, India offers not only scale but also the opportunity to build strong communities and long-term brand loyalty in a market that is still relatively underpenetrated compared to mature economies.
How do you localize global brand strategies for Indian consumers while still maintaining international brand identity and standards?
The goal of localisation is to ensure a brand's global identity resonates with the local consumer in a meaningful and culturally relevant way. Beyond pricing and product decisions, it comes down to storytelling, community building, and creating experiences that feel relevant to Indian consumers without compromising the brand's global character. Building running communities, partnering with local creators, designing city-specific retail experiences; these are the kinds of initiatives that create genuine consumer connection.
What were some of the biggest challenges you faced in the initial years of building Brandman Retail, and how did you overcome them?
Like any new venture, the initial challenge was establishing credibility with global brands while simultaneously building the infrastructure required to support their growth in India. The retail environment was also evolving rapidly, with changing consumer behaviour and increasing digital adoption. We addressed these challenges by investing early in building a strong operational foundation, assembling experienced teams, and maintaining a long-term approach to brand building. Consistent execution and a partner-first mindset helped us earn the trust of both brands and consumers over time.
How important has e-commerce and marketplace-led growth been in shaping Brandman Retail’s expansion strategy?
E-commerce has been a significant part of our growth journey. Marketplaces offer discovery and scale that physical retail cannot replicate on its own, while our owned brand websites contribute deeper brand engagement and stronger margins. Digital channels currently account for roughly 30-35% of our overall revenue, and that share is growing consistently. We do not treat digital as a standalone channel. It is fully integrated into how we build each brand, serving as a tool for consumer insights, demand assessment, and engagement beyond just transactions.
Could you share more details about your strategic partnership with Skechers India and how this collaboration came together?
Brandman Retail has been appointed as an authorised re-seller by Skechers India to manage select marketplace businesses. Our role as an authorised online distribution and management partner covers authentic product availability, controlled pricing, and full adherence to Skechers' global brand guidelines. The partnership spans major platforms including Amazon, Flipkart, Myntra, Ajio, Tata CLiQ, and Nykaa Fashion, alongside select quick-commerce channels. It has been structured to allow for future scalability while maintaining complete alignment with Skechers' global standards at every stage.
What specific value will Brandman Retail bring to Skechers’ marketplace and digital commerce operations in India?
Brandman Retail's strength in this partnership is its ability to deliver consistent operational discipline across digital channels. This includes consistent brand representation, optimised merchandising, controlled pricing, and strong discoverability across platforms. Execution gaps in these areas can quietly damage a brand's equity online, often without it being immediately visible. For a brand with Skechers' global standing, the standard of every consumer interaction across every marketplace matters and ensuring that standard is where our work is most impactful.
The partnership also extends to quick-commerce platforms. How do you see quick commerce evolving for sportswear and lifestyle brands in India?
Quick commerce is still in its early stages for sportswear and lifestyle categories, but it presents a compelling opportunity. Consumers increasingly expect convenience and faster fulfilment, not only for essentials but also for lifestyle purchases. While performance footwear and premium products will continue to rely on deeper brand experiences, quick commerce can play an important role in driving accessibility, replenishment purchases, accessories, and impulse-led buying. We believe it will become an increasingly relevant channel within a broader omnichannel ecosystem rather than replacing traditional retail or e-commerce.
What are Brandman Retail’s expansion plans over the next few years in terms of brand partnerships, retail presence, and digital growth?
Over the next few years, our focus will be on strengthening the portfolio of global brands we represent while expanding our retail footprint across key cities in India. We see significant opportunities in both established metropolitan markets and high-potential emerging cities where demand for premium sports and lifestyle brands continues to grow. Alongside physical expansion, we will continue enhancing our digital and omnichannel capabilities to ensure consumers have a seamless brand experience across every touchpoint. Our growth strategy is centred on building long-term brand equity, driving profitable scale, and creating a strong foundation for our partner brands in the Indian market.
Looking ahead, what is your long-term vision for Brandman Retail, and where do you see the company in the next five years?
The vision is to build Brandman into one of India's most trusted premium retail platforms, one that global brands choose as a long-term partner rather than a market entry vehicle. Five years from now, success for us means meaningful scale backed by healthy profitability, a well-performing store network, and a portfolio of brands that carry genuine equity in the Indian market. Growth is important, but only when it is built with discipline and long-term intent. That balance defines how we think about the road ahead.
