Brandman Retail is a multi-brand platform operating at the intersection of distribution, licensing, retail, and e-commerce. Founded in 2021 (post-Covid), it partners with global brands like New Balance, Wilson, and Rockport to build and scale their presence in India through an omnichannel approach — retail stores, marketplaces, and DTC channels. The company currently operates 14 New Balance exclusive brand stores, 6 Sneakrz retail doors, and maintains strong partnerships with leading e-commerce platforms across India.

Retail4Growth chatted up with Kashika Malhotra, Director at Brandman Retail Limited and Founder of Sneakrz, who operates at the intersection of global brand partnerships, youth culture, and immersive retail experiences—blending performance, design, and contemporary consumer engagement. Kashika shares more insight on the company’s plans to expand its physical and digital footprint across metro, Tier 2, and Tier 3 markets, strengthening its omni-channel capabilities, scaling the Sneakrz format, and onboarding new global brand partnerships aligned with performance, lifestyle, and sustainability-led consumer trends.

Key Highlights

IPO & Growth Strategy

• The recent IPO of the company marks a major transition, providing capital and credibility to scale faster.
• Growth is focused on three pillars: expanding retail footprint in key metros, strengthening the digital ecosystem, and onboarding new global brands.
• The company has evolved from a numbers-driven distribution model to thinking like brand owners
• Every brand partnership now involves deep market and brand studies, with full visibility across B2B, retail, and online channels

Sneakrz — The Experience-led Retail Format

• A new multi-brand experiential store concept targeting the gap between lifestyle and performance footwear
• Plans to open 10 stores this year with expansion into South India, Gurgaon, Mumbai, and Pune

Tier 2 & Tier 3 Market Opportunity

• These cities are now aspirational, digitally aware, and brand-conscious — driven by social media, e-commerce penetration, and better mall infrastructure
• Tier 2/3 growth is a core part of the company's expansion strategy

Brand Portfolio Updates

• New Balance has grown from 3 to 15+ stores; 5 more stores planned in the next three months
• Wilson and Anta will see their first retail stores open in May–June, along with website and marketplace launches
• Rockport is being positioned as a formal-performance hybrid with a licensed, made-in-India model

Retail Format Preference

• Malls offer visibility and credibility; high streets drive stronger footfall and conversions
• The company maintains a balance between both, tailoring location strategy to each brand's price point and identity