India’s ethnic wear and fashion market continues witnessing rapid transformation as organized D2C brands India aggressively expand retail footprints, strengthen omnichannel strategies, and deepen engagement with modern consumers. In one of the latest D2C industry news developments, SHR Lifestyles is accelerating the growth of its ethnic wear brand Shree through the launch of “Beyond Special,” a new large-format retail concept aimed at scaling customer experience, category expansion, and long-term revenue growth across India’s evolving fashion ecosystem.
As part of its ambitious D2C expansion plans, Shree is targeting nearly ₹1,000 crore in revenue by 2031 while planning to scale its retail network to approximately 400 outlets over the next five years. This includes the rollout of 25–30 “Beyond Special” stores designed to strengthen the company’s position within India’s fast-growing D2C fashion and lifestyle ecosystem.
The first flagship “Beyond Special” outlet has already launched at Lajpat Nagar Central Market, with additional stores planned across Chandigarh, Lucknow, Jammu, Jaipur, and Dehradun. The move reflects broader D2C market trends 2025, where Indian consumer brands are increasingly investing in experiential retail, premium store formats, and omnichannel D2C strategy to strengthen long-term consumer engagement.
The new-format stores span between 5,000 and 6,000 square feet and feature a wider assortment across categories including festive wear, daily wear, sarees, ready-to-stitch garments, jewellery, perfumes, and occasion wear. According to the company, the concept has been created to offer a more comprehensive shopping experience while increasing cross-category purchasing opportunities.
Shree currently operates a three-tier retail strategy consisting of its core SHREE stores focused on affordable ethnic wear, region-specific formats with saree offerings for South and East India, and the newly launched “Beyond Special” stores catering to high-density urban markets.
Alongside offline expansion, the company is also strengthening its direct-to-consumer India presence through ecommerce, digital-first initiatives, and multi-brand outlet partnerships targeted at younger consumers. Across D2C daily news and Indian D2C updates, fashion brands are increasingly combining offline retail with ecommerce and quick commerce D2C strategies to meet changing consumer expectations around accessibility and convenience.
“Beyond Special represents the natural next chapter for Shree,” said Sandeep Kapoor, Founder and Managing Director of SHR Lifestyles Pvt Ltd. “This is not merely store expansion; it is a calibrated and capital-efficient retail transformation designed for long-term compounding growth.”
The company expects each “Beyond Special” store to generate approximately ₹5 crore in annual revenue, while flagship locations such as Lajpat Nagar could potentially contribute nearly ₹10 crore annually. The expansion strategy includes launching roughly one flagship store every quarter, highlighting the company’s aggressive growth trajectory within India’s organized ethnic wear segment.
Shree has also expanded into newer categories including sarees and men’s ethnic wear, which was introduced in 2025. The company’s dedicated in-house design studios currently create nearly 10–12 new designs daily to keep pace with rapidly evolving D2C consumer behavior India and changing fashion preferences.
Internationally, the brand is strengthening its presence across Dubai, Abu Dhabi, Riyadh, and Sharjah, reflecting the growing global ambitions of Indian D2C brands scaling in 2025.
As India’s premium ethnic wear market continues expanding across metros, Tier-II, and Tier-III cities, Shree’s latest retail transformation showcases how D2C business India is evolving through experiential formats, omnichannel expansion, product innovation, and customer-centric retail strategies.
