Ergonomics and wellness brand eyes 70-100 stores by FY28 as it accelerates omnichannel growth and prepares for expansion into Tier-II markets
Ergonomics and comfort solutions brand Frido has strengthened its offline retail footprint with the launch of 15 new experiential stores across Delhi NCR, Mumbai, Bengaluru, Hyderabad and Pune, marking a significant step in its evolution from a digital-first brand to an omnichannel player.
The expansion comes as consumers increasingly seek to physically experience wellness and ergonomic products before making purchase decisions, particularly in categories related to posture correction, mobility and preventive healthcare.
Building an Omnichannel Presence
The new stores comprise a mix of mall and high-street locations, with around 70 per cent situated in shopping malls and the remaining 30 per cent in high-street destinations. All outlets operate under the company-owned, company-operated (COCO) model.
Store sizes range from 250 sq ft to 1,900 sq ft, allowing the company to tailor retail experiences based on location, customer demographics and product categories.
Frido’s latest expansion gives it a presence in some of India’s most prominent retail destinations, including Phoenix Mall of Asia and Bhartiya Mall in Bengaluru, Oberoi Sky City Mall in Mumbai, Banjara Hills and Gachibowli in Hyderabad, and multiple locations across Pune. The company also operates a store at Vegas Mall in Delhi NCR.
Focus on Experience-Led Retail
Unlike traditional retail formats, Frido has positioned its outlets as experience hubs designed to educate consumers and enable informed product selection.
The stores showcase the company’s product portfolio across key categories including Home, Walk, Work, Orthotics and Mobility. Select locations also feature in-house podiatrist support, allowing consumers to receive professional guidance on foot health and mobility concerns.
The company said the objective is to move beyond transactional retail by creating spaces that combine product discovery, education and expert consultation.
Consumer Behaviour Driving Expansion
According to Frido, the expansion is being driven by changing consumer behaviour, where digital research increasingly precedes offline product validation.
Ganesh Sonawane, Co-Founder and CEO of Frido, said consumers are increasingly researching ergonomics, mobility and wellness products online but continue to value physical interaction before making purchasing decisions.
“We have been observing a clear behaviour shift. Consumers now research everything online, from ergonomics to mobility, but still rely on physical validation before buying. They want to sit, stand, walk and feel the product before they trust a brand,” he said.
Sonawane added that the company’s retail locations are designed as experience centres where customers can better understand body mechanics, compare solutions and make informed choices about preventive wellness products.
Expansion Plans Target FY28
Building on its latest retail rollout, Frido plans to significantly scale its physical presence over the next two years.
The company aims to operate between 70 and 100 stores across India by FY28 and expects the expansion to generate 350-400 new jobs. Additional store launches are planned over the next 12 months as part of a broader omnichannel strategy.
Frido also intends to enter Tier-II cities in the coming years, while expanding into advanced recovery and ergonomic technology categories.
Wellness Retail Emerges as a Growth Opportunity
The expansion reflects a broader trend in India’s wellness and healthcare ecosystem, where rising awareness around posture, mobility and preventive health is creating demand for specialised retail formats.
As consumers increasingly prioritise comfort and long-term wellness, brands such as Frido are investing in experience-led retail models that blend digital discovery with in-store engagement, signalling a new phase of growth for the country’s wellness retail sector.
