July 13, 2024
Apparel, Fashion, Retail

Bewakoof: From Humble Beginnings To Major Milestones

In 2011, Prabhkiran Singh, founder and CEO of Bewakoof, got on a journey that would eventually redefine his brand’s trajectory. Armed with persistence and a vision, Singh tirelessly approached shopkeepers, seeking shelf space for his fledgling brand. From Galleria Market in Powai to Heera Panna Mall in Worli to Colaba, his efforts were relentless. Despite the odds, his persistence paid off, earning Bewakoof a tiny, temporary shelf in a shop in Colaba. A triumphant moment, immortalized with a photo and a board outside to market the brand, marked the humble beginnings of Bewakoof.

Fast forward to last week, and Bewakoof celebrated a significant milestone by launching its first retail store in Forum Falcon Mall in Bengaluru. Singh reflects on this achievement with a sense of disbelief and pride. “This move by Bewakoof is surreal for many reasons, but the major one is – we wanted to go offline with Bewakoof way back in 2011 and we failed miserably,” Singh says.

Back in 2011, fashion retail was dominated by physical stores and traditional models, with offline gatekeepers controlling market access. For new entrants like Bewakoof, the barriers to entry were high, and premium fashion brands monopolized shelf space. Recognizing the need for innovation, Singh leveraged his tech background and, in February 2012, set up India’s first Direct-to-Consumer (D2C) brand store. This move allowed Bewakoof to “go big or go home,” gaining millions of online followers before venturing back into the offline market.

Today, as Bewakoof re-enters the offline space, the landscape has transformed. The brand’s successful online presence has generated significant enthusiasm from offline partners, including malls, property owners, and big multi-brand retailers. Bewakoof is now achieving milestones in reverse, thanks to its partnership with TMRW House of Brands, Aditya Birla Group venture. With each new physical store, Bewakoof continues to expand its footprint, marking a new era of growth and success.

Reflecting on this journey, Singh states, “I’m glad we went on to gain traction online in millions, before this grand move offline.” His story is a testament to the power of perseverance, innovation and the ability to adapt to changing market dynamics. Bewakoof’s evolution from a tiny shelf in Colaba to a major player in the retail fashion industry serves as an inspiration to aspiring entrepreneurs everywhere.

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