The brand, co-founded by Ritika Mehra and Vishal Mehra, plans to open 100 new stores every year
New Delhi: Gurugram-based Stylox Fashion, a North Indian denim and casualwear brand founded in 2019, is setting ambitious plans for its offline retail journey as it seeks to solidify its position in the highly competitive Indian menswear market. Having grown rapidly through a franchise-first model, the company currently operates 50 stores across North India and is now aiming to scale its footprint tenfold over the next five years.
The brand, co-founded by Ritika Mehra and Vishal Mehra, plans to open 100 new stores every year, targeting a total of 500 outlets by FY30. This expansion drive is rooted in Stylox’s strategy of empowering small-scale retailers and penetrating deeper into Tier 2 and Tier 3 cities, where demand for value-driven fashion is surging. “Every new store is an opportunity to empower local retailers, create community engagement and strengthen our omnichannel presence,” the founders told Indiaretailing.com in an exclusive conversation.
Doubling Revenue in FY26
Alongside its store expansion, Stylox has set financial milestones. The company, which reported revenues of Rs 11 crore in the last fiscal, aims to double that to Rs 22 crore in the financial year FY26. The growth will be supported by a stronger direct-to-consumer (D2C) push and visibility gained from its recent exposure on OTT platforms. Over the past three years, Stylox claims to have nearly doubled revenues, laying a solid foundation for the next phase of growth.
The founders attribute this momentum to a blend of premium quality denim at affordable prices, rapid design cycles, and a franchise-first model that helps create relevance while maintaining affordability. “Our trajectory has been fueled by a unique combination of quality products, retailer empowerment and strategic visibility through digital and media platforms,” they said.
International Expansion on the Horizon
While strengthening its base in India, Stylox is also preparing to step onto the global stage. The company has already exported products in response to international demand and is now more deliberately exploring overseas markets. “Our in-house manufacturing and scalable supply chain position us well to serve global markets, particularly as Indian apparel brands gain prominence worldwide,” the founders explained.
On the domestic front, Stylox is also evaluating new-age channels such as quick commerce to reach consumers faster, ensuring speed and convenience in line with shifting customer expectations. “Omnichannel, including retail, digital engagement and fast-delivery options, will keep us ahead of consumer expectations at both Indian and international levels,” they added.
Riding the Denim Wave
Stylox entered the market in 2019, identifying a gap between expensive global brands and low-quality local offerings in India’s denim and casualwear space. The focus remains on frequent product quality, supply chain efficiency, sustainability practices and innovation in design.
The brand believes these factors are essential to compete in the fragmented Indian menswear landscape. “There is growing demand for value-based fashion that combines quality, style and affordability. Our approach balances relevance with everyday wearability, ensuring customers get style without compromise,” the founders emphasised.
Building the Brand Through Influencers and Storytelling
Stylox has also sharpened its marketing playbook to resonate with younger consumers. The brand has leveraged influencer-led campaigns, digital-first storytelling, and celebrity associations to build aspirational value. Punjabi pop star Sukhbir Singh serves as the face of the brand, bringing vibrancy, relatability, and a lifestyle-driven appeal that connects strongly with its target audience.
Meanwhile, micro and nano influencers showcase Stylox products in everyday scenarios, demonstrating styling hacks and wearability. “These voices act as today’s word-of-mouth marketing, filling the gap between celebrity endorsement and consumer trust,” said the founders.
The company’s digital presence spans Instagram, YouTube, and OTT platforms, ensuring it remains visible in spaces where younger consumers spend most of their time. “Customer experience is the long-term growth factor,” the co-founders explained. “Any experience that feels premium while remaining affordable creates sincere advocates for the product.”
Omnichannel Future
While Stylox’s growth to date has been driven primarily by offline retail and franchise partnerships, its future roadmap includes a strong digital shift. The company is now developing its D2C ecosystem with a dedicated website and digital storefronts to engage directly with consumers. This will allow Stylox to personalise collections, collect real-time feedback, and strengthen relationships with its buyers.
“The offline channel will remain a major revenue pillar, but we anticipate online sales contributing significantly in the coming years. This balanced omnichannel presence will enhance brand accessibility and deepen customer loyalty,” the founders said.
