The parent company of Rare Rabbit, Rareism, Rare’Z and Rare Ones is accelerating retail expansion, entering new categories and strengthening its omnichannel fashion business across India.
The House of Rare, the parent company of Rare Rabbit, Rareism, Rare’Z and Rare Ones, is targeting revenue of around ₹1,600 crore this fiscal year, up from ₹1,100 crore last year, as it accelerates store expansion and broadens its fashion portfolio.
Founded with Rare Rabbit around 11 years ago, the company has built a multi-brand fashion platform spanning menswear, womenswear, kidswear and sneakers. It currently operates 210 stores across its four brands and plans to reach at least 285 stores by the end of the fiscal, followed by another 50 outlets next year.
Rare Rabbit remains the largest contributor, accounting for around 70–72% of overall revenue. Rareism contributes approximately 20%, while Rare’Z and Rare Ones together account for 8–9%. However, the company expects womenswear to become a larger growth driver as Rareism expands its product range and store presence. The business aims for women’s categories to contribute around 30% of revenue.
The House of Rare is also widening its category presence through fragrances, women’s handbags, open footwear, ballerinas, heels, belts and jewellery. Fragrances are expected to launch next month. Its men’s innerwear business, Innerv, already contributes around 3% of Rare Rabbit’s overall menswear business and is being scaled further.
The company’s expansion strategy combines separate brand identities with shared infrastructure. While category-specific brands such as Rare’Z maintain their own visibility, the company plans to leverage existing stores and websites for womenswear rather than create fragmented retail networks. This approach allows the company to expand its assortment while improving the productivity of its existing retail and digital ecosystem.
The House of Rare has more than 1,100 points of sale, with 97% of its stores company-owned and company-operated. Stores average 1,100–1,200 sq ft, with capex of approximately ₹3,400–3,500 per sq ft. Metros and Tier 1 cities contribute 60–65% of revenue, but Tier 2 and Tier 3 markets are becoming important for the next phase of growth.
Offline contributes around 60% of revenue, while online accounts for 40%. Online average selling price is ₹1,600–1,800, while offline average order value is approximately ₹4,500–5,000. Customer base has grown 50% this year, with repeat customers at around 40%.
Rare Rabbit and Rareism are profitable, while Rare’Z and Rare Ones have recently reached break-even. Company-level EBITDA margin is expected to improve to around 14% from 10–11% last year, supporting the next phase of brand and retail expansion.
Source: Based on reporting by ET Retail, with additional editorial adaptation and analysis.
