“Only EBOs can create immersive storytelling”

Retail4Growth recently chatted with Swaroop Krishnan, Co-Founder, MyDesignation, on their retail expansion strategy, category expansion and how the store experience resonates with the brand’s philosophy and its connect with the community.

Dressing up today is less about blending in and more about standing out by wearing your vibe. Expressive fashion brands are having a moment, and Trivandrum-based MyDesignation is making its mark in this segment by building a loyal community through design-led merchandise: art that people actually want to wear.

Founded in 2020 by husband-wife duo Swaroop Krishnan and Gopika B Raj, MyDesignation currently operates through its online website serving customers across India, and has 5 Exclusive Brand Outlets in Bangalore, Kochi, Trivandrum and Calicut. The D2C fashion brand has recently raised ₹40Cr in its Series A round to support a structured offline expansion strategy, with plans to open 8 stores over the next year, across markets such as Chennai, Hyderabad and Bengaluru.

Retail4Growth recently chatted with Swaroop Krishnan, Co-Founder, MyDesignation, on their retail expansion strategy, category expansion, and how the store experience resonates with the brand’s philosophy and its connection with the community.

Can you tell us about the story behind the name ‘MyDesignation’?

Fashion, for us, is expressive. What you choose to wear is your designation, as it reflects who you are, what you resonate with, and what you stand for. In India, fashion is typically categorized into ethnic wear, fast fashion, casual and formal wear. However, globally, there is another category - expressive, culture-led fashion. Being expressive means standing out. It means being the one who steals the show. “Design” is at the heart of our name — and at the core of everything we create.

How does MyDesignation stand out from its peers?

There are strong players in the expressive fashion space, but our model is fundamentally different. Many brands in this space derive a large share of revenue from third-party IPs (Cartoon Network, Marvel, etc.). We own all our IP, as every character, comic, universe, and story is created entirely in-house. Another factor is that we only sell through our own website and Exclusive Brand Outlets (EBO). This ensures complete control over storytelling, packaging, and brand experience, which probably would get diluted on marketplaces.

Tell us about your offline retail expansion strategy.

We entered offline retail two years ago, with our first store in Trivandram’s Lulu Mall, which turned positive from the third month itself, showing us that offline was a good way to go. We then went to Kochi and Calicut, followed by Bangalore with two stores. Going ahead, we are planning to have at least four to five outlets in Bangalore, and the same playbook that has worked in these places will be executed in Tamil Nadu, Telangana and Maharashtra. We are planning to add 10 outlets in the next 12 months.

Are you exploring other store formats besides the EBOs?

We are not inclined towards shop-in-shop or kiosks, as all that matters to us is experience, which can only come through EBOs. This is the same reason why we are not on marketplaces. A Van Gogh-inspired shirt displayed next to a random check shirt on a marketplace destroys the narrative. Similarly, store-in-store formats dilute our immersive storytelling. The first 10-15 stores will be company-owned itself.

Are you planning to expand into new categories beyond your current portfolio?

We are currently focused on apparel, but over the next 18–24 months, the goal is to evolve into a lifestyle brand. We plan to include accessories, footwear and more.

What guides you in opening a store in a particular location/city?

Interestingly, for us, community precedes offline retail and not the other way around. Before entering a new market, we test demand digitally through our Instagram content (620K+ organic followers) and measure the engagement. We run performance marketing to test conversion, validate demand for our merchandise and only then open a physical store. We spend zero on offline marketing, and customers walk in because they already know the brand.

We also test markets through Comic Con events, music festivals and cultural events where our target audience gathers.

How does the store design and experience adapt to your brand, which follows a curated drop model or limited series approach?

Our stores are designed to be visually impossible to ignore. If someone walks past, they should instinctively turn their head. Inside the store, there is a Legendary Collection zone which houses must-own, iconic pieces for core fans. We also have a New Drops section, which is clearly highlighted for collectors and repeat customers. This way, the store creates a collectable culture, where customers keep coming back to see what’s new.

Can you share a retail concept or store that you found most inspiring from your travels?

While I haven’t experienced it firsthand, I’m deeply inspired by luxury brand stores like Louis Vuitton. These stores are recognisable from a kilometre away, with a distinct architectural identity and custom ambience that unmistakably scream the brand name. That’s our ambition as well. Obviously, not at the same scale, but with the same clarity. When someone sees our outlet from a distance, they should instantly know -
“That’s a MyDesignation store.”