Aditya Birla's Tmrw announces strategic partnership with LiteStore to expand offline operations
Aditya Birla Group's House of Brands retail business Tmrw has announced a strategic partnership with retail-as-a-service platform LiteStore to accelerate its brick-and-mortar expansion across India. The collaboration is expected to add 25,000 square feet of retail space over the coming 18 months.
'The value of this expansion lies in curating customer-centric store formats that enhance brand visibility while providing a superlative shopping experience," said Tmrw's CBO and business head Manish Singhai, Indian Retailer Bureau reported. "Bringing beloved brands under one roof creates a broader selection and a seamless experience for customers. Their plug-and-play model allowed our brands to test, scale, and iterate across formats- without compromising on brand experience."
The initiative will see Tmrw's digital-first fashion and lifestyle labels including Wrogn, Bewakoof, The Indian Garage Co., and Nobero launch new physical outlets in high-traffic locations such as malls, high streets, and premium outlet centres. LiteStore has previously supported key launches for Tmrw, including Bewakoof's debut store at Forum South Mall in Bengaluru and several outlets in HSR Layout and Koramangala. Other developments include Wrogn's flagship in HSR Layout, Nobero's exclusive brand outlet in Pune's Amanora Mall, and Nauti Natti's first store in western India.
Tmrw has also piloted driveaway outlet stores in Bengaluru and introduced brands such as Urbano, Veirdo, and Juneberry at Flxy, a Gen Z-focused multi-brand outlet in Pune. Tmrw was founded in 2022 and has 159 employees as of February 2025, according to business information platform Tracxn.
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Fashion Network
4 days ago
- Fashion Network
Gen Z more influencer-friendly tha Millennials who prefer to listen to peers -- report
It said Gen Z is a generation 'shaped by influencer culture'. Raised on platforms like Instagram, TikTok, and YouTube, these consumers 'show a clear inclination towards influencer-driven content. This content type isn't only pursued for entertainment purposes, but also for advice, inspiration, and product discovery'. We're told they're '20% more likely than Millennials to be influenced by endorsements from celebrities or influencers, underscoring a crucial emerging trend: for Gen Z, influencers are not secondary to the consumer journey'. And 20% of them also use this content to discover new brands and products, compared to 17% of Millennials. The agency said the 'gap may seem narrow, but in a competitive marketplace, these percentage points can translate into meaningful shifts in campaign performance'. Gen Z is also 20% more likely to follow influencers or other experts on social media compared to Millennials, 'amplifying the reach and resonance of influencer partnerships for this age group'. The agency said that 'this behavioural pattern amplifies the reach and resonance of influencer partnerships for this age group, adding another key pillar to the understanding of the differences in brand discovery by generation. If you're looking to target this generation or age groups within, consider opting for creator-led storytelling over traditional digital ads to get your messages and promotions across'. As for Millennials, this is a "cohort anchored in personal recommendations,' we're told. They 'tend toward peer-based recommendations over those from influencers, offering a great contrast in brand discovery by generation. As a generation non-native to social media and the internet as a whole, they place greater trust in their inner circles'. Millennials are 7% more likely than Gen Z to rely on word-of-mouth recommendations from friends or family and while 26% of Gen Z discover new brands and products via personal recommendations, this is slightly outpaced by 28% of Millennials. Again, those numbers don't look hugely different but the agency said that 'even the narrowest of percentage gaps can make all the difference in succeeding with brand discovery by generation. This data indicates that while both generations value peer input, Millennials are more likely to act on it. For marketers, grappling with a successful word-of-mouth strategy means leveraging referral programs, community building, and campaigns that encourage UGC as social proof'. Socially Powerful also said that 'while the consumer journey in general looks different according to generation, an interesting nuance emerges when examining specific verticals such as beauty, cosmetics, and wellness, deeply intertwined with influencer marketing'. We know Gen Z has a penchant for brand and product discovery through their favourite online influencers but they still seem to like physical discovery. 'When placing this under a beauty-tinted lens', 41% of Gen Z cite physical stores as an important channel when learning about and buying new beauty products, the report said. It added that 'perhaps this suggests that solely promoting and selling solely on social media will only get brands so far. Instead, marketers and brands within the beauty space must recognise the importance of an omnichannel strategy if they want to see broad success.'
Fashion Network
4 days ago
- Fashion Network
Amazon Fashion announces 16th edition of ‘Wardrobe Refresh Sale'
Amazon Fashion has announced the 16th edition of its Wardrobe Refresh Sale (WRS), set to run from May 30 to June 4. The sale features over four lakh styles across apparel, footwear, accessories, and jewellery, with new collections from more than 20 brands, including CaratLane, Gap, and Wildcraft. This edition marks the debut of 'The Premium Edit,' Amazon's new destination for high-end fashion, offering collections from brands such as Guess, Armani Exchange, Calvin Klein, Lacoste, Tommy Hilfiger, Michael Kors, and Fossil, Amazon India announced in a press release. Gen Z-focused label Serve also returns in its rebranded form. Gap joins with a minimum 30% discount, while CaratLane adds fine jewellery to the platform with a focus on quality and delivery assurance. 'At Amazon Fashion, we bring you an extensive collection of brands, trending styles, and exciting new launches- all at great value with Amazon's trust and convenience,' said Nikhil Sinha, director of Amazon Fashion India. The sale includes luggage launches from Genius by Safari, Movement by Liberty, and Provogue, and summer collections from brands such as Vero Moda, Janasya, Highlander, and True Brown. Customers can explore curated looks through the 'Wear it with' feature and access deals including same-day delivery, 'Buy More and Save More' offers, and up to 60% off on trending styles.
Fashion Network
4 days ago
- Fashion Network
Gen Z more influencer-friendly tha Millennials who prefer to listen to peers -- report
Any marketer who fails to distinguish between Gen Z and Millennials is making a big mistake with a new report showing that the approach to brand discovery varies between the two key demographics. And while the variation isn't always huge, even small percentage differences can have a big impact on the relative success of campaigns or product launches. Socially Powerful, a globally-focused London-headquartered social and influencer marketing agency, has released the first instalment of its Gen Z Vs Millennials: The Data Gap series as it aims to answer the question: who truly drives purchasing decisions – influencers or peers? It said Gen Z is a generation 'shaped by influencer culture'. Raised on platforms like Instagram, TikTok, and YouTube, these consumers 'show a clear inclination towards influencer-driven content. This content type isn't only pursued for entertainment purposes, but also for advice, inspiration, and product discovery'. We're told they're '20% more likely than Millennials to be influenced by endorsements from celebrities or influencers, underscoring a crucial emerging trend: for Gen Z, influencers are not secondary to the consumer journey'. And 20% of them also use this content to discover new brands and products, compared to 17% of Millennials. The agency said the 'gap may seem narrow, but in a competitive marketplace, these percentage points can translate into meaningful shifts in campaign performance'. Gen Z is also 20% more likely to follow influencers or other experts on social media compared to Millennials, 'amplifying the reach and resonance of influencer partnerships for this age group'. The agency said that 'this behavioural pattern amplifies the reach and resonance of influencer partnerships for this age group, adding another key pillar to the understanding of the differences in brand discovery by generation. If you're looking to target this generation or age groups within, consider opting for creator-led storytelling over traditional digital ads to get your messages and promotions across'. As for Millennials, this is a "cohort anchored in personal recommendations,' we're told. They 'tend toward peer-based recommendations over those from influencers, offering a great contrast in brand discovery by generation. As a generation non-native to social media and the internet as a whole, they place greater trust in their inner circles'. Millennials are 7% more likely than Gen Z to rely on word-of-mouth recommendations from friends or family and while 26% of Gen Z discover new brands and products via personal recommendations, this is slightly outpaced by 28% of Millennials. Again, those numbers don't look hugely different but the agency said that 'even the narrowest of percentage gaps can make all the difference in succeeding with brand discovery by generation. This data indicates that while both generations value peer input, Millennials are more likely to act on it. For marketers, grappling with a successful word-of-mouth strategy means leveraging referral programs, community building, and campaigns that encourage UGC as social proof'. Socially Powerful also said that 'while the consumer journey in general looks different according to generation, an interesting nuance emerges when examining specific verticals such as beauty, cosmetics, and wellness, deeply intertwined with influencer marketing'. We know Gen Z has a penchant for brand and product discovery through their favourite online influencers but they still seem to like physical discovery. 'When placing this under a beauty-tinted lens', 41% of Gen Z cite physical stores as an important channel when learning about and buying new beauty products, the report said. It added that 'perhaps this suggests that solely promoting and selling solely on social media will only get brands so far. Instead, marketers and brands within the beauty space must recognise the importance of an omnichannel strategy if they want to see broad success.'
