Women’s denim and casualwear brand strengthens offline push with 28 new EBOs planned in FY27, expands into tier 2 and 3 markets alongside athleisure portfolio diversification
Mumbai-based women’s apparel brand Kraus Jeans plans to strengthen its offline retail presence with the launch of 28 new exclusive brand outlets (EBOs) across India in FY27, as the company looks to tap rising demand for casual and denim wear among women.
The expansion will span key markets including Maharashtra, Haryana, Assam and Gujarat, adding to the company’s existing network of 28 EBOs nationwide. Kraus had added 16 stores during FY26 as part of its ongoing retail scale-up strategy.
The latest push comes as the brand sharpens its focus on Tier II and III cities, where demand for affordable fashion and western casual wear continues to grow. In the March quarter, Kraus opened stores in Delhi, Prayagraj, Nashik and Nagpur.
“We’ve had a very busy FY2025-26, having rolled out 16 new stores across India. To tap into the growing demand among Indian women for well-fitted yet comfortable denim wear, we plan to aggressively expand our presence with the launch of 20 new EBOs this fiscal, not only in the metros but in the emerging cities as well,” said Ravi Punjabi, Founder, Kraus Jeans.
The company is also widening its product portfolio beyond denim with a push into athleisure categories such as joggers and oversized T-shirts, amid changing consumer preferences towards comfort-led fashion.
“We have also recently expanded into the athleisure segment, which includes joggers and oversized tees, and the response from consumers has been extremely encouraging. This move aligns with our broader vision of diversifying our portfolio and offering a more versatile range of casual wear for women,” Punjabi added.
The new stores will house the brand’s Spring-Summer 2026 collection, featuring wide-leg denims, flared and straight fits, Korean pants, linen shirts, oversized tees and denim tops.
Kraus said it currently offers more than 100 denim styles across its main label and sub-brands, including Kraus Neo and Kraus Kurves, as it looks to position itself as a one-stop destination for women’s casual wear.
