Akshay Kumar's Force IX opens first flagship store in Mumbai

By

Isabelle Crossley

Published
Apr 26, 2023

On the evening of April 26, Bollywood celebrity Akshay Kumar's athleisure brand Force IX opened its flagship store to date in Mumbai. The store opened with a fashion show and is located in the metro’s suburban Bandra district on Linking Road.

The new store measures 1,800 square feet and was inaugurated by Akshay Kumar and Maniish Mandhana, co-founder of Force IX’s parent company 9 AM Ventures Private Limited, the brand announced in a press release on April 26. The store launch featured a fashion show with a diverse array of models as well as a number of retired officers from the Air Force, Army, Navy, the Maharashtra State Police, and the Mumbai Police.

“The whole idea behind Force IX was to create a brand that caters to style and comfort,” said Kumar in a press release. “When we started working on this brand, little did we know that this would become such a significant part of us and after months of tireless work, I am super proud to be launching Force IX’s very first flagship store, which I believe is not merely a shopping experience, but rather a lifestyle experience. I hope that Force IX’s flagship store allows our patrons a small glimpse into my lifestyle through the products and retail experience that it offers.”

The design of the store is inspired by the different types of boot camps and training camps used by the nation’s forces. The store’s utilitarian style reflects Force IX’s designs, which aim to mix function and fashion, according to the brand. The store also boasts a number of interactive features such as a rock-climbing wall in the fitting rooms. 
 
“We are also very proud to inform you that part of the proceeds from each and every sale at Force IX will go towards ‘Bharat Ke Veer’, an organisation that supports the families of India’s martyrs,” said 9 AM Ventures Private Limited’s co-founder Maniish Mandhana. “When one shops at Force IX, they are not just buying and wearing a garment but rather, they are wearing the nation’s pride!”