Rareism Expands South India Presence with Fourth Store Launch in Hyderabad

Contemporary fashion brand Rareism has marked a significant milestone in its Indian retail strategy with the launch of its fourth physical store in Hyderabad. Located in the city's prominent Gateway Mall, the store opened its doors on December 20, 2025, signaling a deliberate push to capture the South Indian market's growing appetite for premium fashion. This expansion reflects a calculated move by The House of Rare to deepen its roots in a region identified for its high consumer demand and affluent shopping demographics.

Strategic Market Expansion into Hyderabad

Hyderabad was selected as the next location for Rareism's expansion due to its status as a high-growth market with exceptional consumer demand. According to the brand's chief brand officer, Abhishek Srivastava, the city represents the ideal next step in Rareism's South India expansion strategy. The choice of Gateway Mall was strategic, driven by its premium footfall and affluent catchment area, which aligns perfectly with Rareism's target customer base. This location places the brand directly where its loyal customers shop, facilitating greater brand engagement and sales potential.

Store Design and Customer Experience

The new Hyderabad store spans 1,852 square feet and has been designed with a minimalist, bright aesthetic. The interior creates a calm, uncluttered environment that strategically highlights each garment on display. This design philosophy not only enhances the shopping experience but also aligns with the brand's contemporary positioning. The store caters specifically to Hyderabad's urban professionals, offering a curated selection of day-to-night fashion for women that balances style with practicality for the modern professional lifestyle.

Product Offering and Multi-Brand Strategy

The store debuts with Rareism's spring/summer 2026 collection, featuring contemporary women's fashion designed for various occasions. Beyond its core women's wear offering, the Hyderabad location includes a specialized 'Rare Ones' section catering to boys aged four to fourteen years. This addition represents a strategic expansion of the brand's demographic reach. Furthermore, this launch reinforces The House of Rare's multi-brand ecosystem, as the menswear label Rare Rabbit already operates within the same Gateway Mall, creating synergistic retail presence.

Growth Trajectory and Market Position

Rareism, which launched in Bengaluru in 2019, has demonstrated remarkable growth, recently reporting revenue exceeding Rs 200 crore. The Hyderabad store represents the brand's fourth physical location in India, contributing to The House of Rare's total of 46 stores across the country. This expansion underscores the brand's successful transition from its initial market entry to establishing a substantial retail footprint. The strategic focus on South India, beginning with Bengaluru and now expanding to Hyderabad, indicates a regional approach to market penetration that leverages cultural and consumer similarities across southern markets.

The opening of Rareism's Hyderabad store represents more than just another retail location—it signifies the brand's confident expansion in a competitive market and its understanding of regional consumer dynamics. By selecting high-traffic premium locations and creating immersive shopping environments, Rareism is positioning itself for sustained growth in India's evolving fashion retail landscape. As physical retail continues to play a crucial role in brand building and customer experience, Rareism's strategic store expansions provide a blueprint for contemporary fashion brands seeking to establish meaningful connections with Indian consumers.