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Expanding its retail footprint in the ethnic wear segment, Shree Lifestyles Pvt. Ltd. has launched “Beyond Special,” a new large-format experiential retail concept marking the next phase of its growth strategy.
As part of its long-term expansion roadmap, the company is targeting nearly ₹1,000 crore in revenue by 2031, supported by plans to scale its retail network to around 400 outlets, including 25–30 “Beyond Special” flagship stores over the next five years.
The first “Beyond Special” store has opened at Lajpat Nagar Central Market in New Delhi. Spanning 5,000–6,000 sq. ft., the format brings together a wide assortment of categories including daily wear, festive collections, sarees, ready-to-stitch garments, occasion wear, jewellery, and perfumes under one roof. The company plans to expand the concept to cities such as Chandigarh, Lucknow, Jammu, Jaipur, and Dehradun in the next phase.
Shree Lifestyles Pvt. Ltd. currently operates a three-tier retail strategy comprising its core SHREE stores focused on affordable ethnic wear, region-specific formats in South and East India with expanded saree offerings, and the newly launched “Beyond Special” experiential format aimed at mature urban markets. Alongside exclusive brand outlets, the company is also strengthening its presence in multi-brand outlets and expanding its digital footprint through e-commerce marketplaces to engage millennial and Gen Z consumers.
Sandeep Kapoor, Founder and Managing Director of SHR Lifestyles Pvt. Ltd., said, “Beyond Special represents the natural next chapter for Shree. Having built deep brand equity through our Classic formats, we are now ready to offer customers the complete Shree universe under one roof. This is not merely store expansion; it is a calibrated and capital-efficient retail transformation designed for long-term compounding growth.”
Each “Beyond Special” store is projected to deliver annual revenues of around ₹5 crore, with high-performing flagship locations such as Lajpat Nagar expected to generate up to ₹10 crore per year. The expansion will be executed in a phased manner, with the company planning to launch approximately one flagship store every quarter.
The large-format concept also strengthens Shree’s broader category expansion strategy. The brand has recently entered the saree segment and is simultaneously scaling its men’s ethnic wear portfolio, introduced in 2025. The expanded store format is designed to enable a wider assortment mix and enhance cross-selling opportunities across categories.
Product innovation at is driven by its in-house design ecosystem, where dedicated teams develop 10–12 new designs daily to quickly adapt to evolving consumer preferences while preserving traditional Indian textile sensibilities.
Positioned for aspirational consumers and working women, the brand focuses on affordable ethnic wear suited for office wear, festive occasions, and social gatherings.
Alongside its domestic growth, the company is also expanding internationally with retail presence in Dubai, Abu Dhabi, Riyadh, and Sharjah, catering to global shoppers and the Indian diaspora.
“The ethnic wear market is evolving rapidly, and consumers today expect far more than just products. They seek inspiration, convenience and experience. Beyond Special is our response to that shift. As we expand across metros as well as Tier-II and Tier-III markets, our focus will remain on innovation, accessibility and building a truly future-ready Indian fashion brand,” Kapoor added.
Established in 2009, Shree has built a multi-channel retail presence spanning its physical store network, its direct-to-consumer website, and leading online marketplaces such as Amazon, Myntra, Flipkart, Nykaa Fashion, and Lime Road.
