Bhartiya Mall of Bengaluru expands its retail portfolio with emerging D2C brands

Bhartiya Mall of Bengaluru continues to strengthen its position as one of North Bengaluru’s premier lifestyle and experiential retail destinations with the addition of emerging D2C and innovation-driven brands Sorele, Kameleo, and Frido.

The latest additions reflect a larger shift in consumer preferences, as shoppers increasingly seek brands that combine individuality, comfort, wellness, and experience-driven retail. As digitally native brands continue expanding into offline spaces, Bhartiya Mall of Bengaluru is evolving its retail mix to offer immersive and community-driven shopping experiences tailored to Bengaluru’s young, aspirational, and fast-growing consumer base.

Among the newest additions is Sorele, a contemporary fashion jewellery brand known for its minimalist yet modern and versatile collections, crafted with 18K gold plating and lab-grown Moissanite diamonds. Catering to Gen Z, working professionals, and urban families, the brand offers conscious luxury designed to transition seamlessly from workwear to occasion wear.

Enhancing the mall’s fashion portfolio is Kameleo, a customised fashion footwear brand focused on creativity and self-expression. Kameleo allows shoppers to personalise footwear by mixing and matching soles and straps across collections such as Candy, Poppi, and Twin, combining vibrant aesthetics with lightweight, all-day comfort for younger consumers seeking personalised fashion experiences.

The launch of Sorele and Kameleo at Bhartiya Mall of Bengaluru also marks the brands’ first-ever store within a mall format, reflecting a broader shift from high-street retail to destination-led experiential spaces.

Further strengthening the mall’s lifestyle and wellness offerings, Frido brings its ergonomics and comfort-led product range focused on posture support, mobility, and everyday wellness. As health-conscious living and functional lifestyle products gain traction among urban consumers, brands like Frido offering strongly aligns with the needs of today’s consumers, particularly young tech professionals within the Bhartiya Center of Information Technology ( a tech park within the Bhartiya City ecosystem), alongside families and wellness-conscious shoppers seeking comfort-driven innovations in their daily lives.

The addition of brands such as Sorele, Kameleo, and Frido highlights the growing momentum of digitally native and experiential brands expanding beyond online-first models to build stronger consumer engagement through physical retail environments.

“At Bhartiya Mall of Bengaluru, we are seeing a strong shift in how digitally native brands approach offline retail. Today’s consumers discover brands online, but they increasingly want immersive physical experiences before making purchase decisions. Brands like Sorele and Kameleo choosing Bhartiya Mall of Bengaluru for their first mall stores reflects the strength of our ecosystem and the kind of consumer community we cater to — from young residents and working professionals to families and aspirational shoppers across North Bengaluru. With additions like Frido, we are also strengthening categories centred around wellness, comfort, and lifestyle innovation, which are becoming increasingly relevant for modern urban consumers,” said Jermina Menon, Brand & Marketing Strategist, Bhartiya Urban.

As North Bengaluru rapidly evolves into one of the city’s most dynamic residential and commercial growth corridors, Bhartiya Mall of Bengaluru continues to build a future-ready retail ecosystem that seamlessly integrates fashion, lifestyle, wellness, dining, and entertainment experiences under one destination. With over 5,000 families moving into North Bengaluru every month, the region is fast emerging as one of Bengaluru’s most high-growth real estate markets.