Health and fitness have become central to consumers today, driving a growing demand for products that support a better quality of life. As a result, performance wear is gaining momentum, moving beyond the gym to become a staple in work and lounge wardrobes as well. Aligning with this growing shift, TechnoSport, one of India’s fastest-growing performance-wear brands, is redefining the category by blending textile innovation with cutting-edge technology. Its omni-channel strategy further strengthens its presence, enabling the brand to reach customers through various channels including offline stores, distribution networks, marketplaces, online store and now even quick commerce.

Launching its exclusive brand outlet (EBO) journey in 2024, Tirupur-based TechnoSport has quickly built a strong foothold in southern markets, particularly Karnataka and Tamil Nadu. The company has now begun testing its presence in Central and Eastern India with a handful of new stores, setting the stage for its next phase of growth. TechnoSport is targeting 50 stores by the end of the fiscal year, with plans to reach 300 stores by 2027.

In a conversation with Rohit Kulkarni, General Manager & Head-Exclusive Stores, TechnoSport we explored the brand’s evolving retail strategy, the experience it aims to deliver in-store, and its roadmap for becoming a leading performance and active wear brand in India.

Among many activewear brands today, what makes TechnoSport stand apart?

We are fundamentally a technology-led brand. Each garment incorporates multiple performance technologies, UPF 50, Anti-Microbial, Anti-Odour, and Anti-Static, across fabrics like Cotflex, TechnoDry, TechnoWarm, TechnoGuard, and more. We pair this with accessible pricing, making premium performance wear available to a wider audience.

While a significant share of our business comes from men’s activewear, we’re investing heavily in the women’s category. We’ve introduced 20–25 new styles in the past six months, and the response especially from Tier 2 and 3 cities has been outstanding. Our kids’ category is also growing steadily.

Tell us about your EBO presence and in-store experience.

Our EBO journey began just 15 months ago, in July 2024, with our first store in Bengaluru. We currently have 26 operational stores, and around 20 more in the pipeline under various stages of completion, scheduled to open in the next 3–4 months.

Our award-winning store design reflects the brand’s core proposition of delivering a premium experience while keeping our products highly accessible. From modular fixtures and engaging visual merchandising to curated product displays, digital content, synchronized music, and a signature store fragrance, the Technosport retail experience strengthens our presence in the category and signals the brand’s arrival in newer markets.

What is your EBO expansion strategy?

Since opening our first EBO, it has been a continuous learning journey on bettering the store experience, pricing strategy, location selection, or overall business development model. At present, EBOs contribute about 5% of our revenue, but the channel is growing at a CAGR of 100%. We’re confident this share will increase significantly as our expansion accelerates.

Most of our stores are delivering strong unit economics, which is why we’re pushing ahead with an aggressive rollout. By the end of this financial year, we expect to have 50 operational stores. Next year, we plan to add another 100 locations nationwide, with a goal of reaching 300 stores by the end of FY27.

How do you see the retail presence shaping up across owned stores, marketplaces, retail distribution, EBOs, and quick commerce going forward?

Founded 17 years ago as a GT-led brand, Technosport is now present in more than 7,000 outlets across India through its distributor network. About three years ago, the company entered modern trade and launched its own website, followed by listings on major marketplaces and even quick-commerce platforms.

The EBO journey began last year to strengthen the brand’s physical presence and deepen market accessibility. What reinforces our confidence is the strong unit economics these stores are delivering. Technosport EBOs are breaking even far faster than the industry average, and the format continues to show steady, robust growth.

Your penetration in Tier 2 markets appears strong. Was this a deliberate strategy? Which regional clusters are your priority growth markets?

It’s a deliberate mix. Tier 1 locations help build brand visibility and reinforce our premium positioning, while Tier 2 and Tier 3 markets offer strong unit economics and address a clear gap in premium activewear availability. So we follow a balanced strategy where Tier 1 helps establish brand presence, and Tier 2/3 for accessibility and scale.

Our expansion is built on a cluster-based model rather than a state-by-state approach. For instance, NCR functions as a cluster, Maharashtra as another. We’ve also begun expanding into Central and East India, and recently opened our first North India store in Gurugram. Each cluster typically comprises 8–12 stores, managed centrally for operational efficiency.

How are you integrating technology to elevate the in-store experience?

We have standardized CRM systems, digital billing, seamless exchange processes, and integration with Myntra’s M-Now unlocking omnichannel service.

We’re in the process of introducing a Holoflex LED screen (transparent glazing) at a premium mall in South India, the first brand in the country to do so. It will showcase brand films, new launches, and campaign content.

Do you offer any customization or personalisation services at stores?

We launch our stores with community-led events such as marathons under our High 5 TechnoSport property. We also have in-house printing and design capabilities at our factory. For major runs and events, we customise tees for participants. We’re piloting an in-store setup for on-demand customisation, which should go live in December if successful.

Are there new store experience elements you’re piloting?

Technosport recently launched on Myntra's M-Now platform, which is a hyperlocal delivery service. And now the M-Now omnichannel integration to offline stores is a key focus. Customers can place orders on marketplaces, and these are fulfilled through our stores. We plan to extend the same capability to our website as well.

On the product side, we introduce new launches every two months through a centralized mechanism called Launchpad. Whenever a new activewear or winterwear line is released, the products and landing pages go live with new launches on our website, and the same story is replicated at the store level through focal points and window displays. The objective is to deliver a seamless, synchronized experience across our website, marketplaces, and offline stores.

What are the major challenges in store expansion today?

Real estate availability in prime markets remains a challenge, so we rely on layered benchmarking like website data, GT penetration, and so on to identify the right locations. Higher metro rentals are balanced by more economical Tier 3 sites, allowing our mix to work efficiently.

As for service providers, we work with top partners like Four Dimensions Retail Design (4D) for design, procurement, fixtures, lighting, HVAC, and VM elements. For instance, our signature metallic mesh signage weighs 75–80 kilos and is technically complex to install, but with the right partners we’ve been able to standardize it seamlessly.