HRX to go offline with first store in Benguluru, enter innerwear segment

By

Maverick Martins

Published
Jun 26, 2018

Actor Hrithik Roshan’s fashion and lifestyle brand HRX will be following in the footsteps of Myntra’s private label Roadster by entering the brick and mortar segment later this year. 
 

HRX will also be entering the innerwear segment this year and banking on metro cities to drive growth. It will be opening its first physical outlet in the city of Bengaluru which will be followed be stores in Pune, Delhi and Mumbai.
 
Speaking to FashionNetwork.com, Afsar Zaidi, Co-Founder and CEO, HRX said, “The first store would be in Bangalore, followed by Pune and Delhi. The brand has set a target of 5 stores for the financial year 2018-19.”

“HRX offline store is the next strategic move for going omni channel most importantly and not necessarily being looked at from a revenue generation point of view. The aim is to create a well-coordinated and seamless shopping experience for a customer who may then choose to buy at the store or on mobile or web,” Zaidi added.
 
HRX currently generates its revenue from its existing partners in the fashion, fitness and tech space. It has three major partners Myntra/Jabong for fashion, Curefit for fitness and Xiaomi for tech wearables.
 
To further boost its revenue, the brand is planning to expand its product portfolio by entering new categories like innerwear and performance shoes.
 
“We keep dreaming, planning for bigger things and ensuring that our brand connects with as many people as possible. This year in the product space you will see HRX Innerwear and HRX Performance shoes,” said Zaidi.
 
Many brands are entering the innerwear market which is currently estimated to be around Rs 6,330 crores ($1.2 billion) to drive growth.
 
Recently, Lux Industries had signed an exclusive brand licensing agreement with Virat Kohli’s One8 brand for innerwear & sleepwear collection.