On April 10, 2026, LVMH-owned young luxury brand Off-White opened its first India store at Phoenix Mall of Asia in Bengaluru (formerly Bengaluru). The opening is based on an exclusive licensing agreement with India's listed licensee company, Brand Concepts Ltd. On opening day, the brand ran a "Mall Takeover" event that involved the entire mall, using facade projections, barricade decor, and in-mall digital signage to drive brand exposure all at once.
The store occupies unit UG-14 on the mall's upper ground floor. The address is Bellary Road, Byatarayanapura Village, Yelahanka Hobli, Bengaluru Urban District, in the Yelahanka area of north Bengaluru. Phoenix Mall of Asia is a large mall with roughly 52,000 sqm of floor space (about 157,000 tsubo, converted to roughly 47,000 tsubo), and has drawn attention since 2023 as one of the city's biggest luxury retail clusters.
| Item | Description |
|---|---|
| Opening date | April 10, 2026 |
| Location | Phoenix Mall of Asia, UG-14 (Bengaluru) |
| Operations | Brand Concepts Ltd. (license agreement) |
| Categories handled | Men's and women's apparel, bags, footwear, lifestyle accessories |
| Launch initiative | Mall Takeover (brand takeover of the entire mall) |
| Guest | Vivian Divine (appeared at the launch event) |
Brand Concepts is a major licensee of luxury lifestyle products in India, with a track record that includes Juicy Couture, Tommy Hilfiger Travel Gear, United Colors of Benetton, Aeropostale, and Superdry. With this Off-White agreement, the company moves its portfolio up from "accessible luxury" to "young luxury."
Brand Concepts has disclosed plans to invest $3-5 million (roughly 4.5-750 million yen, at about ¥150 to the dollar) in the Off-White business over three years, aiming for $10 million (roughly 1.5 billion yen) in sales within 24 months. The plan calls for directly operated flagships in two major Indian cities, run alongside sales through its own e-commerce and the multi-brand stores The Collective and Iconic.
According to Whalesbook's analysis, the scenario in which Brand Concepts invests $3-5 million over three years while aiming for $10 million in sales within 24 months carries both "the risk that operating margins worsen from current levels" and "an opportunity for valuation re-rating." Luxury store openings in India carry heavy tenant rent and fit-out costs, and whether a model that earns through spend per customer can work is the key question.
Traditionally, foreign luxury brands entering India have defaulted to Mumbai (Jio World Plaza) and Delhi (DLF Emporio). Off-White's choice to make Bengaluru its first store instead reflects the following structural shifts in the market.
Off-White's "Mall Takeover" was not just an opening event but a technique of occupying the entire mall with the brand's colors and campaign visuals for several days before and after the opening. Specifically, it installed the brand's world into the physical space through the following media mix.
At the same mall, Golden Goose opened its first store in South India in 2024, and Bershka opened a flagship in 2026, among a string of openings in the young contemporary luxury segment. Off-White's India debut is a "symbolic piece" within this trend.
In the same city of Bengaluru, local brands are also on the rise, with D2C jewelry brand BlueStone posting ₹681 crore in sales for FY26 Q4 and turning profitable for the full year (BlueStone's Q4 earnings article). The fact that directly operated openings by foreign luxury brands and the expansion of homegrown D2C brands are happening at the same time is an important signal for Japanese companies weighing when to enter.
In the D2C apparel and accessories space, offline expansion by online players is also accelerating, with Joker & Witch opening its first physical store at Bengaluru's Lulu Mall (the article on Joker & Witch's physical store opening). It is a picture of foreign and domestic brands racing to open stores in the same mall trade areas.
Off-White's opening in Bengaluru is the latest example of an LVMH-owned brand choosing somewhere other than Mumbai or Delhi for its first store. The licensing structure with Brand Concepts, the choice of Phoenix Mall of Asia as the location, and the Mall Takeover-style launch together form a reference model for Japanese apparel, cosmetics, and accessories brands entering the Indian market. The next question is whether the company can hit "$10 million in sales in three years," and monthly sales trends over the coming 12 to 24 months will determine the staying power of its India business.
RECENT
2026.09.24Bridgestone India’s 30th-anniversary film builds on the founder’s motto2026.09.24Flipkart’s move: putting the two meanings of "BBD" on Kolkata buses2026.09.24Veteran fertilizer maker KICL enters beverages with coconut water, starting in three South Indian states2026.09.24Pinit delivers saris in under 45 minutes, setting up a mirror and lighting at the customer’s home to choose fromCONTACT
Considering entering the Indian market?
Building on the developments on the ground covered in this article, we will suggest an approach that fits your products.
Book a free consultation →SOJAPAN
We support Japanese companies entering India, from market research through local partner development, test sales, and import.