Overview
Brandman Retail, which operates New Balance stores in India, has announced an aggressive expansion plan that would raise its store count more than fivefold by 2028, according to comments from a company executive. The retailer intends to bring in additional international brands including Salomon, Saucony, Anta and Wilson as part of a strategy that bets on stronger demand for global labels among Indian consumers.
Expansion targets and rollout
At present Brandman runs 14 standalone New Balance shops and eight Sneakrz multi-brand outlets. The company plans to grow to 45 locations by April 2027 and ultimately to 116 stores by 2028. The expansion will push the retailer beyond India’s primary metropolitan areas and into smaller cities such as Jaipur and Patna in northern India, reflecting management’s view that consumer awareness of international brands is increasing in those markets.
Consumer trends and pricing
Brandman’s management points to a shift in consumer behaviour over the past two years - especially after COVID - from a focus on price to a focus on perceived value. The company’s director said customers in cities including Lucknow and Chandigarh increasingly request specific models and colours they have researched online, and that some non-metro outlets are highly profitable; Lucknow was identified as Brandman’s most profitable location.
On the Walmart-owned online platform Myntra, New Balance women’s shoes are listed in a price range of 1,891-25,999 rupees. For comparison, Adidas and Nike women’s shoes on the same platform are priced between 1,199-27,999 rupees. The company is positioning its retail expansion around this value-driven demand.
Financial performance and market context
Brandman reported revenue of 1.62 billion rupees for fiscal year 2026, a rise of 20 percent over the prior year. Profit after tax for the same period was 252.9 million rupees, an increase of roughly the same magnitude, according to an investor presentation. The retailer is executing its expansion against a broader industry backdrop in which a late-2024 Google-Deloitte report estimated India’s sports goods and apparel market could double to $58 billion by 2030, supported by rising fitness awareness and higher discretionary spending.
Industry attention to India’s affluent consumers is evident in the activity of other companies seeking exposure to premium segments, with examples cited in categories from skincare to premium liquor. Brandman’s strategy mirrors this interest in capturing growth among value-seeking, globally aware consumers.
Executive perspective
Brandman’s director emphasised a clear change in shopper behaviour in recent years. The retailer intends to capitalise on that change by expanding geographical reach and by broadening its brand roster to include several international names. The company’s stated rollout timetable sets a steep growth trajectory through 2028.