In an interview, company’s MD and Director say that that digital discovery, social validation and community engagement are increasingly influencing purchase decisions
As global brands sharpen their focus on India, Brandman Retail, an India-focused distributor and retailer of international sports and lifestyle brands is eyeing a rapid scale-up, driven by retail expansion, new brand partnerships and growing demand for performance-led lifestyle products. The company is targeting 30 to 40 per cent growth over the next 12 to 18 months, supported by stronger omnichannel integration and an expanded retail footprint, Arun Malhotra, Founder and Managing Director, Brandman Retail, told BW Retail World.
Adding to this, Kashika Malhotra, Director, Brandman Retail, said the company is witnessing a clear shift in consumer preferences, particularly among Gen Z shoppers who are increasingly gravitating towards performance-oriented and wellness-driven brands. Both Arun and Kashika noted that the company is betting on tier 2 and 3 markets, airport retail and community-led engagement to deepen its premium sportswear play, while rolling out ten Anta and four Wilson stores this fiscal.
“We are currently witnessing strong momentum across our portfolio and are targeting a 30 to 40 per cent growth over the next 12–18 months. This growth will be driven by strategic retail expansion, stronger channel efficiencies and a focused push on omnichannel integration,” Arun emphasised.
Beyond Market Entry
As more global brands look to enter India directly, Brandman Retail is positioning itself as more than just a distribution or market-entry partner. Arun said that the company operates as a “long-term brand-building platform” and an “extension of the brand itself in India,” bringing together strategy, retail execution, supply chain digital integration and consumer understanding under one ecosystem.
He said Brandman’s role is to “de-risk the market, accelerate growth, and build a strong, enduring brand presence,” differentiating it from a traditional distributor or franchise-led model.
Kashika highlighted the complexity of the Indian market, saying consumer preferences vary sharply “even on a city level.” She explained that Brandman helps global brands with market positioning, pricing, product selection and consumer insights, adding that the company’s “end-to-end visibility” helps bridge the gap between simply bringing products into India and building a sustainable business. Arun further noted that brands are increasingly seeking a “balanced, sustainable play” in India, with profitability and localisation becoming as important as scale.
Gen Z Reshaping Premium Footwear Demand
The company is also seeing a clear shift in consumer preferences, particularly among Gen Z and young urban consumers, as demand moves beyond hype-driven sneaker culture towards performance-led and wellness-focused products. Arun said consumers are increasingly gravitating towards brands that deliver both “performance and cultural relevance,” with products expected to be “not only functional but also expressive.”
He added that global brands with “strong storytelling, limited drops, and a clear point of view” are witnessing stronger traction, while “digital discovery, social validation, and community engagement” are increasingly influencing purchase decisions.
Echoing this, Kashika said the shift is visible through Sneakrz, the company’s multi-brand retail concept, which was introduced to bridge the gap between lifestyle-focused sneaker stores and sports-led retail.
While the market was earlier driven by “resell culture” and “hype shoes,” growing interest in wellness and fitness is reshaping buying behaviour. The company is also seeing stronger potential in tier 2 and tier 3 cities, supported by rising spending power and social media-led brand awareness. “Our first Sneakrz store was not a Delhi or a Mumbai store, it was actually in Guwahati,” she said, adding that underserved markets continue to offer room for premium performance retail.
Expanding Brand Portfolio And Retail Footprint
Alongside scaling existing partnerships such as New Balance, the company is also widening its brand portfolio with newer labels including Anta and Wilson, while balancing mono-brand and multi-brand retail formats through separate operating teams. Kashika said the broader strategy is to grow brands in line with their global momentum, while deepening their presence across tier 2 and 3 markets.
As part of this push, Brandman Retail is expanding both Sneakrz and mono-brand stores beyond metros, while also strengthening its airport retail presence. The company currently operates at Navi Mumbai and Guwahati airports through its partnership with Adani Airports and is evaluating Lucknow airport as the next location. “The idea is to be able to grow the brands as well in mind that the brands are growing globally as well,” she said.
On the Anta partnership, Kashika noted that growing awareness, rising spending power and increased international exposure among Indian consumers are making the market more attractive for global brands. “Most brands are now seeing the potential,” she said, adding that Brandman has lined up ten Anta stores and four Wilson stores this financial year.
The company is also exploring a local manufacturing-led approach for select brands such as Rockport under its Make in India strategy. Kashika added that local production has been “great for margins,” while helping tailor products for Indian consumers. After bringing two collections and seeing strong traction online, the company is now planning an offline store for Rockport, banking on rising demand for more experiential retail where consumers can “touch and feel the product,” particularly for newer brands.
Brand Additions To Drive Next Phase Of Growth
Even as Brandman Retail remains focused on footwear and fashion, the company is exploring adjacent categories to deepen its play in the premium lifestyle segment. Arun said any expansion beyond core categories will remain “very strategic and brand-led,” with the company evaluating areas such as “performance accessories, athleisure extensions, and lifestyle-driven categories” that complement its existing portfolio. The idea, he said, is to create “meaningful extensions rather than fragmented diversification” by leveraging Brandman’s existing retail network, consumer insights and distribution strength.
In parallel, the company plans to deploy capital raised through its SME IPO across retail expansion, brand building and onboarding newer labels. Kashika said a major share of investments will go towards growing the store network, with Brandman Retail aiming to reach 50 stores by the end of this financial year across brands including Anta, Wilson, New Balance and Sneakrz. “We are always open to onboarding new brands,” she said, while adding that the company remains committed to footwear, athleisure and fashion “right now.”
Footwear continues to account for the largest share of the business, with New Balance currently contributing the highest share to revenue, backed by a network of over 15 stores. Kashika noted that while Sneakrz is still relatively new, footwear sales remain significantly stronger than apparel across stores, signalling continued momentum in the premium sneaker and performance wear categories.
