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OdetteStyle has hit a milestone most D2C fashion brands take far longer to reach: 50 physical stores in roughly two years, funded entirely through five rounds of equity-free revenue-based financing from Klub, without giving up equity or board control in exchange for growth capital.
The brand's journey began in 2020, when Mamta Roy and Amit Roy launched Odette as an online-only jewellery label, selling through Myntra, Nykaa, and their own website. Their first physical store opened in July 2024. Twenty-five months later, in August 2026, they opened their 50th store at The Galleria Mall in Bengaluru.
What sets this expansion apart is geography rather than pace. Odette's stores now reach cities like Ranchi, Ludhiana, Rajkot, Raipur, and Jodhpur, well outside the Mumbai-Bengaluru-Delhi corridor that has traditionally anchored fashion retail expansion in India, where distribution itself has become a competitive advantage. Tier 2 markets, by contrast, carry less competition and offer more room to build brand recall early. As of March 2026, Mamta Roy said offline stores were already contributing around 25% of Odette's revenue. The company is now targeting a 50:50 online-offline revenue mix by the time it reaches 100 stores in FY28, with a kidswear line planned for June 2026.
