Singapore-based retailer plans 2–3 more NCR stores in 8–10 months before expanding to Mumbai, Bengaluru and Hyderabad
Singapore-based sneaker retailer Limited Edt is stepping up its India expansion, planning two to three more stores in the National Capital Region over the next eight to 10 months before entering Mumbai, Bengaluru and Hyderabad, as it sees significant room for the country’s sneaker market to develop around exclusive products, collaborations and sneaker-led experiences.
The Singapore-headquartered retailer, which recently opened its third India store in Gurgaon, said access to exclusive and limited-edition products has improved to 70–80 per cent of its desired level, removing one of the constraints that had slowed its expansion in the country.
“India has a long way to go, which is great. It means there is potential. I think we are just scratching the surface right now,” Mandeep Chopra, Founder, Limited Edt, told BW Retail World on the sidelines of the unveiling of the Limited Edt and adidas Originals Superstar Consortium – Made in India sneaker.
The company’s India business is growing at a double-digit rate, Gaurav Tandon, Managing Director, Limited Edt India, said, without disclosing revenue or profit figures.
Exclusive Products Drive Expansion
Limited Edt’s expansion is closely tied to its ability to secure products that are not widely available through conventional retail channels. The retailer said improved access to exclusive releases is allowing it to build a stronger proposition around limited-edition sneakers, collaborations and brand-led experiences.
“It is an aspiration product, and unfortunately, many brands do not put India as such a high priority,” Chopra said.
For Limited Edt, access to these products is central to the retail proposition because exclusive releases help create the storytelling and community-led experiences around which its stores are positioned.
“For our kind of store, if you do not get that special product, you cannot do that storytelling. You are almost handcuffed,” Chopra said.
He added that global brands are increasingly recognising India’s importance, which could improve the availability of exclusive products in the market.
“All the brands know that India is too important a market not to solve things. I am very confident it will get better and better,” he said.
Sneakers remain about 80 per cent of Limited Edt’s India business, with apparel, streetwear and accessories making up the rest, whereas the mix Chopra said mirrors the parent company’s Singapore operations, with sneakers contributing to 70 per cent there. He said the retailer has moved over the past seven to eight years from a pure sneaker focus toward a broader lifestyle offering.
Limited Edt is using the improving access to exclusive products to develop a retail proposition that goes beyond selling sneakers. Its Gurgaon outlet combines sneaker and streetwear retail with a bar and food offering, providing space for product releases, collaborations and other brand-led activities.
“This one is more of an experience zone. We can do product launches, we can do cool collaboration launches, we can work closely with brands,” Tandon said.
The store’s opening coincided with the India release of the adidas Originals Superstar Consortium – Made in India, a 350-pair edition manufactured in India and sold through Limited Edt’s India and Singapore stores. “It is just 350 pieces. It is super limited. The expectation, hopefully, it sells out. But I think it is also to raise awareness and get more people visiting the store,” Chopra said.
NCR Before Other Cities
Limited Edt’s next phase will focus on strengthening its NCR presence before it moves into other major Indian markets. The company plans two to three more stores in the region over the next eight to 10 months, followed by Mumbai, Bengaluru and Hyderabad.
Tandon said that this approach is intended to establish a stronger base before the company expands its footprint nationally.
“I thought, first get strong in your home ground, and then you go to other places,” Tandon said. “Wherever we feel there is passion, wherever we feel there is culture, we go there.”
In India, men account for around 70–75 per cent of its consumers, while women make up roughly 25–30 per cent. Tandon said consumers aged 30–40 form the core purchasing demographic because of their spending power, although the brand’s broader aspirational appeal extends across age groups.
The expansion comes as India’s curated sneaker-retail market becomes increasingly competitive. VegNonVeg operates stores across Delhi, Mumbai and Bengaluru, while Superkicks has a presence in Mumbai, Delhi, Bengaluru, Hyderabad and Pune. Crepdog Crew and Culture Circle have also built businesses around limited products, sneaker culture, community and storytelling.
India Before Other Markets
Founded in Singapore in 2003, Limited Edt remains a third-generation family business. India became its first overseas expansion market in the region after a potential entry into Indonesia was shelved during the Covid-19 pandemic. He said the decision to prioritise India specifically, ahead of other regional markets, followed a family connection rather than a formal market assessment, his cousin, Neha, who is involved in the India operations alongside Tandon, prompted him to consider the market.
He added that he is concentrating resources on India for now rather than spreading across markets, though re-entry into Indonesia and Malaysia has not been ruled out.
With product availability improving and its India business growing in double digits, Limited Edt is betting that the country’s sneaker market has substantial room to mature — and that exclusive products, collaborations and experience-led stores can help it capture that growth.
