Direct-to-consumer fashion brand Odette is accelerating its growth strategy with plans to launch a new kidswear label in June 2026 while pursuing an ambitious retail expansion aimed at reaching 100 exclusive brand outlets (EBOs) by FY ’28.
Founded in 2021 by entrepreneurs Mamta Roy and Amit Roy, the company initially entered the market as a women’s accessories brand. Since then, it has gradually broadened its portfolio to include Indian ethnic wear categories such as sarees, lehengas and kurtas, before expanding into Western apparel in 2024, strengthening its position within the fashion and lifestyle segment.
The brand began building its offline retail footprint in July 2024, marking a key step in its omnichannel expansion. It currently operates more than 35 physical stores across India, with a presence in major urban markets including Bengaluru, Mumbai, Ahmedabad, Hyderabad, Nagpur and Lucknow.
Further outlets are planned in cities such as Visakhapatnam, Bareilly, Thiruvananthapuram and Nashik, reflecting the company’s strategy to capture rising fashion demand in emerging urban centres beyond India’s largest metropolitan markets.
Alongside the growth of its women’s fashion business, the founders recently introduced a menswear label, Sig Franco, signalling the company’s entry into the mass-premium apparel segment. The label currently offers casual clothing such as track pants, shorts, denim and T-shirts, with plans to expand into formalwear categories including shirts, trousers and blazers.
Industry observers note that such multi-brand strategies are becoming increasingly common within the direct-to-consumer sector, as founders seek to develop specialised brands across different consumer segments while building a broader fashion ecosystem.
From a distribution perspective, Odette follows an omnichannel approach, selling products through its own direct-to-consumer platform as well as leading online marketplaces such as Myntra, Nykaa and Tata CLiQ. The model allows the brand to combine direct customer engagement with the wider reach offered by established marketplaces.
The planned kidswear launch in June 2026 is expected to complete the company’s product portfolio across women’s, men’s and children’s fashion, further strengthening its position within India’s expanding D2C retail landscape.
With plans to scale to 100 stores by FY ’28, expand deeper into Tier-2 and Tier-3 cities, and continue diversifying its product categories, Odette is positioning itself among the emerging digital-first fashion brands that are evolving into full-scale omnichannel retail businesses in India.
