Aditya Birla’s TMRW to Expand Retail Footprint by 25,000 Sq. Ft. Over 18 Months

TMRW, the digital-first fashion house from the Aditya Birla Group, has announced plans to expand its physical retail presence by adding 25,000 square feet of space across India over the next 18 months. This move comes as part of a strategic partnership with LiteStore, a retail-as-a-service company, aimed at bringing TMRW’s portfolio of popular online brands into offline formats.

The expansion will see TMRW brands such as Wrogn, Bewakoof, The Indian Garage Co., and Nobero open new outlets in malls, high streets, and premium outlet centers across the country.

Commenting on the development, Manish Singhai, Chief Business Officer and Business Head at TMRW, said, “The value of this expansion lies in curating customer-centric store formats that enhance brand visibility while providing a superlative shopping experience. Bringing beloved brands under one roof creates a broader selection and a seamless experience for customers.”

Singhai added that LiteStore’s plug-and-play retail model enables rapid scaling while maintaining brand integrity. The company has already facilitated key store launches for TMRW, including Bewakoof’s first store at Forum South Mall and high-street locations in HSR Layout and Koramangala, Bengaluru, Wrogn’s flagship store in HSR Layout, Nobero’s exclusive outlet at Amanora Mall, Pune, Nauti Natti’s West India debut, A series of “driveaway” outlet stores on Bengaluru’s Airport Road and Multi-brand launches like Urbano, Veirdo, and Juneberry at FLXY, India’s first Gen Z and millennial-focused outlet in Pune.

TMRW is positioning itself as a leading fashion and lifestyle platform with ambitions to build a $1 billion house of brands in the next 5–7 years. Its current portfolio spans casual wear, athleisure, expression wear, kidswear, and more.