Libas Eyes Tier II & Tier III Cities with Offline Retail Strategy

Introduction

Indian ethnic wear brand Libas strengthens its offline expansion by opting to target growth opportunities and selective franchising in Tier II and Tier III cities. In an interview published by Indian Retailer on October 5, 2026, Arun AB, VP, Exclusive Brand Outlets at Libas, mentioned the brand’s major focus on local market knowledge, store productivity, and an omnichannel retail network. The strategy brought to light how fashion D2C brands are mixing physical retail and digital discovery to reach wider consumers beyond the major metro cities. 

What Happened?

Libas is taking a step ahead in its retail expansion with a wider focus on franchising, especially in markets where knowledge of consumer behavior, trading conditions and catchments are given by local partners. The brand is making a strategic move by not prioritising store-count growth only. Rental Structure, location, sales potential, investment needs, and the ability to generate sustainable returns are major factors before opening a store. 

As per Arun AB, the brand sees long-term growth in the Indian wear category as it serves both cultural occasions and everyday clothing. Libas has evaluated Tier II and Tier III markets very closely based on present online demand, local shopping behavior, competition, and the availability of suitable retail locations. The company has taken into consideration different factors such as frontage, store visibility, rental expectations, and local calendars while ascertaining the correct assortment and format.   

Libas expects customers to explore products online. Or visit a store to understand fabric and fit while potentially shopping through another channel. The brand is also working on initiatives such as endless aisle and quick commerce. It also positions stores as both fulfilling touch points and shopping channels.

Key Highlights:

• Brand: Libas
• Development: Selective franchise-led retail expansion
• Announcement: October 5, 2026
• Category: Indian/ethnic women’s fashion
• Target Markets: Tier II, Tier III, and selected established markets
• Expansion Model: Company-owned and franchise stores
• Key Focus: Local market knowledge, store productivity, and omnichannel retail
• Other Initiatives: Quick commerce and endless aisle

How is Libas Connecting Online Statistics with Offline Shopping?

Libas’s strategy reflects a move by Indian fashion D2C brands from online to using both offline and online channels. While social media and websites help customers find products, physical stores help them check the fit & fabric and how they style before buying.

D2C brands can analyse online sales data to identify cities where physical stores may work well. Local franchise partners help brands understand local customers’ shopping habits. This clearly shows Libas focus on store performance instead of opening more stores. The franchise partners will get support with stock management, product selection, store displays, staff training, and local marketing. 

For shoppers, this expansion makes modern Indian wear available in smaller cities. Customers can browse Libas Indian wear on NineE and then visit stores to see and try the look before buying a product.

About Libas

Libas is an Indian fashion brand with a focus on modern Indian and ethnic wear for women. Almost a decade ago, Libas took the digital-first transformation road and, after that, developed its D2C presence. Today, Libas is a leading ethnic wear brand with a wide range of products such as dresses, kurtas, lehengas, and sarees.

What Comes Next for Libas?

Over the next 12-24 months, Libas plans to spread its presence in new cities where consumer demand is already high. The company plans for store formats to differ as per local catchment, market economics, and available space. Simultaneously, Libas will also focus to improve productivity of their existing network via product availability, omni-channel services and selling capabilities. 

Sources:

Indian Retailer – Libas franchise-led expansion

Reuters – Libas Expansion

ET Retail – Libas Offline Expansion and Quick Commerce