Nobero, the athleisure brand under TMRW House of Brands, has taken a bold step into offline retail with its first exclusive brand outlet (EBO) at Hyderabad’s Sarath City Capital Mall. The brand, known for blending fashion and comfort, now plans to expand rapidly, aiming to establish 25 stores across India by the end of FY26.
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Prashanth Aluru, CEO and Co-founder of TMRW House of Brands, highlighted this launch as a major milestone in Nobero’s growth journey. “We’ve built Nobero as a category leader in fashleisure, and expanding our presence beyond digital platforms is a natural next step,” he said. “At TMRW, we are committed to a strong omnichannel strategy — providing customers with a seamless shopping experience across D2C, EBOs, and major e-commerce marketplaces.”
Aluru further noted the company’s broader retail ambitions. “In the past few quarters, we’ve rolled out nearly 30 stores across the TMRW portfolio. By the end of FY26, we plan to cross 125 stores nationwide, doubling down on our commitment to omnichannel expansion.”
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Nobero has built a loyal following among millennials who value both style and comfort, particularly in the growing travel-inspired athleisure segment. Its decision to enter offline retail reflects the brand’s confidence in tapping into the experiential side of shopping, offering consumers a hands-on look at its product range.
TMRW House of Brands, part of the Aditya Birla Group, is a digital-first venture focused on growing disruptive fashion and lifestyle labels for Gen Z and millennials. With a sharp focus on the D2C market, it continues to support brands like Nobero in scaling their presence both online and offline.
