Libas opens 9 offline stores in Navratri push

Ethnic wear brand Libas has opened nine exclusive brand outlets (EBOs) across five Indian cities during Navratri, marking its latest move into offline retail. Inc42 reported the expansion, which adds to the company’s existing store network.

The timing aligns with a broader trend among direct-to-consumer fashion startups pivoting to brick-and-mortar. When we covered Theater’s ₹75 crore Series A last month, the brand cited offline expansion as a key use of funds. Similarly, Palmonas has doubled down on physical stores to reduce marketing spend and improve customer retention in India’s competitive jewellery market.

Offline stores may offer advantages like higher repeat purchase rates and lower customer acquisition costs—critical considerations in a category where margins are often squeezed by discounting and influencer marketing.

Navratri, a peak season for ethnic wear sales, provides a natural test for Libas’s offline strategy. If the new stores drive footfall and conversions, further rollouts in smaller cities could follow, where e-commerce penetration remains lower. For now, the move positions Libas alongside peers exploring physical retail as a potential hedge against rising digital ad costs.

Sources: inc42.com