In the latest D2C news India, fashion brand Odette is accelerating its growth strategy with plans to launch a new kidswear brand in June 2026 while targeting an ambitious retail expansion to 100 exclusive brand outlets (EBOs) by FY28. The move highlights the rapid evolution of D2C brands India as they scale from niche online labels into diversified omnichannel fashion platforms within the expanding D2C ecosystem India.
Founded in 2021 by husband-wife duo Mamta Roy and Amit Roy, Odette began as a women’s accessories brand before steadily expanding into Indian ethnic clothing categories such as sarees, lehengas, and kurtas. As consumer demand grew, the company diversified into Western wear in 2024, significantly strengthening its position in the D2C fashion and lifestyle segment. Today, Odette’s portfolio includes bottom wear, top wear, lingerie, footwear, and accessories, reflecting the growing breadth of India’s Direct-to-consumer business model India where brands expand across categories to increase customer lifetime value.
The brand also entered the offline retail space in July 2024, marking a key milestone in its omnichannel D2C strategy. Currently, Odette operates more than 35 retail stores across India, including key metro and Tier-I markets such as Bengaluru, Mumbai, Ahmedabad, Hyderabad, Nagpur, and Lucknow. Upcoming store launches are planned in cities including Vizag, Bareilly, Trivandrum, and Nashik, demonstrating the brand’s strategy to capture demand beyond metros as part of broader D2C expansion plans.
In addition to women’s fashion, the founders recently introduced a menswear brand called Sig Franco, expanding the company’s presence in the high-fashion mass-premium segment. Franco currently offers casual wear categories such as track pants, shorts, denim, and T-shirts, with formal wear including shirts, trousers, and blazers expected to launch soon. This multi-brand strategy positions Odette within the rising trend of D2C brand building stories, where founders create category-specific labels under a broader fashion ecosystem.
Odette’s core positioning revolves around high-fashion mass-premium products at accessible price points. According to the founders, the market often forces consumers to choose between expensive premium products or low-cost items with compromised quality. Odette aims to bridge this gap by offering strong design and quality at affordable prices, with women’s wear typically priced between ₹199 and ₹1,999, while menswear under Franco ranges from ₹499 for T-shirts to about ₹1,299 for jackets or trousers. The brand’s average selling price of ₹1,300–₹1,400 positions it competitively within India’s growing premium D2C brands India category.
From a distribution perspective, Odette has built a strong D2C retail vs ecommerce balance. The brand is available through its direct-to-consumer website as well as marketplaces including Myntra, Nykaa, and Tata CLiQ, reflecting broader D2C market trends 2025 where brands maintain both owned and marketplace channels. Currently, online sales contribute the majority of revenue, while offline retail accounts for about 25 percent. However, the company expects this to evolve as store expansion accelerates, targeting an eventual 50:50 revenue split between online and offline channels.
Product performance insights reveal that dresses, tops, and lingerie are the best-selling categories in women’s wear, while T-shirts, shirts, and jackets lead sales for the Franco menswear line. In accessories, handmade bags remain one of Odette’s strongest performing product categories. The brand relies heavily on data analytics to guide merchandising decisions, helping identify best-selling SKUs and optimize inventory planning.
One of Odette’s key operational strategies involves introducing new fashion styles daily rather than launching large seasonal collections. The company produces around 25–30 new styles every day, ensuring stores constantly receive fresh inventory. A strict 90-day inventory turnaround policy also helps maintain efficiency, with unsold products discounted or removed from shelves after the period. As a result, less than 5 percent of inventory remains unsold, highlighting effective D2C supply chain innovation.
Looking ahead, Odette’s upcoming kidswear launch in June 2026 will complete the brand’s portfolio across women’s wear, menswear, and kidswear, strengthening its ambition to build a one-stop fashion destination. The expansion reflects the growing maturity of the D2C ecosystem India, where digitally native brands are evolving into full-scale retail platforms with strong omnichannel growth strategies.
With plans to reach 100 stores by FY28, expand deeper into Tier-II and Tier-III markets, and strengthen its category portfolio, Odette represents one of the fastest-growing D2C brands scaling in 2025 within India’s dynamic D2C fashion and lifestyle sector.
