Waimea Set To Expand Offline Presence In India After Online Debut
Waimea, the New York-based denim menswear brand, is set to enhance its offline footprint in India, just under two months after debuting its online platform in the country. This move comes as the company aims to capitalize on India’s burgeoning fashion market.
The brand has already forged a partnership with Tipsy Topsy, a multi-brand outlet based in Andhra Pradesh, which operates over eight stores in the state. Additionally, Waimea is in discussions with other multi-brand retailers, including Hyderabad-based Ant-Eye.
Mahesh Khemlani, CEO of Waimea New York, explained that the decision to expand in India is driven by the country’s rapidly growing fashion market, especially in the streetwear and denim sectors. “India’s youthful demographic and their bold fashion choices align perfectly with our target audience,” Khemlani noted.
Since launching its online platform in April 2024, Waimea has collaborated with major e-commerce platforms such as Myntra, Ajio, Amazon and Nykaa Fashion.
Looking ahead, Waimea’s long-term strategy for India includes solidifying its market presence, increasing retail operations across key cities and continuously adapting its product range to meet shifting consumer preferences, according to Khemlani.
Founded in 2000 in Puerto Rico as a subsidiary of Rams Import Inc., Waimea was created by brothers Rajesh and Mahesh Khemlani. The company has seen substantial growth, selling 3.5 million denim pieces annually over the past five years.
Waimea offers a diverse selection of streetwear denim jeans, including styles like stacked, skinny, baggy, French terry and relaxed. In India, these jeans are priced between Rs 2,000 and Rs 8,000.
India marks Waimea’s second market after the USA, and the company is also eyeing expansion into new global markets, with Indonesia as a primary focus.
Currently, Waimea’s denim is manufactured in China. While there are no immediate plans to set up manufacturing in India, the company remains open to exploring future partnerships or collaborations with Indian manufacturers, Khemlani added.
