{"id":802,"date":"2026-04-23T13:03:54","date_gmt":"2026-04-23T04:03:54","guid":{"rendered":"https:\/\/india-marketing.jp\/?post_type=india-news&p=802"},"modified":"2026-08-02T01:15:59","modified_gmt":"2026-08-01T16:15:59","slug":"joker-witch-first-offline-store-lulu-mall-bengaluru-shuffle","status":"publish","type":"india-news","link":"https:\/\/india-marketing.jp\/en\/india-news\/joker-witch-first-offline-store-lulu-mall-bengaluru-shuffle\/","title":{"rendered":"Joker & Witch opens its first physical store at Lulu Mall in Bengaluru \u2014 after 10 years of D2C, the next move is a \"Shuffle\" concept aiming for 20 stores in 2026, with half of sales going offline"},"content":{"rendered":"

Indian accessories D2C brand Joker & Witch<\/strong> opened its first physical store on December 23, 2025, in Rajajinagar, Bengaluru, at Lulu Mall<\/strong> Lulu Mall<\/p>\n\n

The news: first store at Lulu Mall on December 23, and \"Shuffle\"<\/h2>\n

The new store sits inside Lulu Mall in Rajajinagar, in northern Bengaluru. The store concept name the brand put forward is \"Shuffle\"<\/strong>\u2014 built around the three words Explore, Play, and Self-expression, it foregrounds an experience design of \"stop by, touch it, take a photo, and leave,\" rather than a purchasing experience. Dedicated fixtures for watches and jewelry, a Spin the Wheel zone, a constellation-envelope wall, a seasonal photo corner (decorated for Christmas at opening), a charms corner \u2014 every individual device is arranged with an eye toward being Instagrammable.<\/p>\n

Chief Brand & Product Officer Maya Varma commented, \"This store marks a new level in our journey and allows customers to experience the brand beyond the screen.\" It's clear the store is positioned not merely as a sales outlet but as a device for social media exposure.<\/p>\n\n

Background: 10 years of accumulated online D2C, and \"why offline now\"<\/h2>\n

Joker & Witch is a brand that has built its business online, centered on accessories \u2014 earrings, necklaces, bracelets, watches, hair accessories, and small bag charms \u2014 with purchases via Instagram serving as a major inflow source alongside its own site and major marketplaces. Precisely because of the review base, repeat-customer base, and brand recall it has built up over nearly 10 years of operation, choosing a location with heavy family foot traffic \u2014 rather than a \"city-center department store\" \u2014 for its first offline outlet is strategic: a regional mall (Lulu Mall)<\/strong> Starting there is a design that draws in existing fans while mass-producing new touchpoints through the impressions of mall visitors.<\/p>\n

Behind this lies a structural shift common across Indian D2C. India's e-commerce penetration is just 8%<\/strong> (as of 2024), and even by 2030 it is only forecast to reach 10%<\/strong>, leaving over 90% still offline. On top of that, D2C customer acquisition cost (CAC) on Meta and Google has, since 2023, kept climbing 25\u201340% a year<\/strong>. A strategy of growing through online alone is rapidly becoming unprofitable, forcing a shift toward offline stores' combination of high in-store conversion rates, high AOV (average order value), and the secondary effect of brand awareness.<\/p>\n\n

Company-specific data table: Joker & Witch's store rollout plan<\/h2>\n\n\n
Item<\/th>Description<\/th><\/tr><\/thead>\n
First store opening date<\/td>December 23, 2025<\/td><\/tr>\n
First store location<\/td>Lulu Mall, Rajajinagar, Bengaluru<\/td><\/tr>\n
Store concept<\/td>Shuffle (Explore \/ Play \/ Self-expression)<\/td><\/tr>\n
2026 store-opening target<\/td>10\u201320 stores (priority on Bengaluru, Mumbai, Delhi)<\/td><\/tr>\n
3\u20135 year plan<\/td>Over 100 stores \/ expansion into 40 cities<\/td><\/tr>\n
Offline sales-ratio target<\/td>50% of total company sales<\/td><\/tr>\n
CEO<\/td>Satish Singh<\/td><\/tr>\n
Chief Brand & Product Officer<\/td>Maya Varma<\/td><\/tr>\n
Main categories<\/td>Earrings, necklaces, watches, jewelry, charms, hair accessories<\/td><\/tr>\n
Years operating online<\/td>About 10 years<\/td><\/tr>\n<\/tbody>\n<\/table>\n\n

Local reaction: the accessories industry, investors, and social media<\/h2>\n