Brands
Puma expands experiential retail concept in India
NEW DELHI: Global sportswear brand PUMA today announced the launch of its entirely remodeled stores at Banjara Hills, Hyderabad and Pacific Mall, New Delhi. Spread over 4200 sq ft and 3800 sq ft, respectively, it seamlessly combines technology, sports and experiential retail under one roof. This also marks the launch of the brand’s first PUMA SELECT shop-in-shops in India to range exclusive global designer collaborations.
PUMA India and southeast Asia general manager Abhishek Ganguly said, “In line with our efforts to continue to enhance customer experience, we are thrilled to launch two completely redesigned stores in India. With health, fitness and sports becoming a priority for many, we believe Sportswear is poised to grow significantly in the future. Our stores will continue to be a key touchpoint – offering a more interactive and personalised experience. Remodeling key PUMA outlets only reinforces our commitment to engage and serve our customers better. All our stores will prioritise safety of every visitor and team members. We will strictly follow established guidelines in this regard in our daily operations.”
The stores feature digitally connected offerings, personalisation zones and futuristic product range. Incorporating experiential elements from the PUMA flagship store at 100 Ft Road in Bengaluru, key highlights include:
PUMA x YOU: The customisation studio allows consumers to customise and personalise PUMA footwear, apparel and accessories using embroidery and print. The on-demand personalisation offers over 100 quirky and fun design options to choose from.
PUMA SELECT shop-in-shop: Fusing performance with culture and fashion, this premium product line will feature the brand’s latest global collaborations with streetwear labels and designers like The Hundreds, RHUDE and Charlotte Olympia among others.
Updated retail concept: The design is captivating with clean lines and a very modern look and feel. Taking the consumer on an intuitive shopping journey, the elevated layout and display like illuminated footwear walls focus on the products to ensure they demand attention, stand out and resonate with the consumer.
Interactive retail experience: Consumers can now access all PUMA products at the touch of a button. The interactive screen allows them to virtually scan through the entire PUMA range and not limit their selection to styles or colors available at the store. Thus, allowing them to place an order directly from the warehouse and have it shipped to their home.
Hygiene and safety are brand’s biggest priority. All PUMA stores have implemented the required protocols to ensure enhanced hygiene measures and social distancing norms are followed. Some of these measures include:
A cap on the maximum number of consumers inside the store at any given point
Contactless payments and billing
Hourly sanitization of store fixtures including cash desk, trial rooms, door knobs and hangers
Contactless temperature screening at the store entrance
Making masks mandatory
Sanitizing hands at the entrance and at all touchpoints across the store
Demarcated areas/ layouts that allow for social distancing within the store
Brands
Estée Lauder to fully acquire Indian luxury Ayurveda brand Forest Essentials
Move builds on 18-year partnership; Estée Lauder raised stake to 49 per cent in 2020
NEW YORK: The Estée Lauder Companies is moving to take full ownership of the Indian luxury skincare brand Forest Essentials, strengthening its bet on one of the world’s fastest-growing prestige beauty markets.
The US beauty giant said it has entered into an agreement to acquire the remaining stake in Forest Essentials, subject to regulatory approvals. The transaction is expected to close in the second half of 2026.
The move builds on an 18-year partnership between the two companies. Estée Lauder first invested in Forest Essentials in 2008, increasing its stake to 49 per cent in 2020.
Founded in 2000 by entrepreneur Mira Kulkarni, Forest Essentials has emerged as one of India’s leading prestige skincare brands, blending traditional Ayurvedic formulations with luxury retail experiences. The brand operates nearly 200 standalone stores and has built a reputation around what it calls “luxurious Ayurveda”.
Under the deal, Forest Essentials will remain headquartered in New Delhi, with Kulkarni continuing to lead the brand alongside her son Samrath Bedi, executive director.
The company will retain its vertically integrated operations in India, including Ayurveda-based research and development, local botanical sourcing and in-house manufacturing.
The Estée Lauder Companies president and chief executive officer Stéphane de La Faverie, said the deal marks a new phase in a long-standing partnership.
He said the company aims to strengthen Forest Essentials’ leadership in India while expanding the brand internationally through Estée Lauder’s global distribution and brand-building capabilities.
For Estée Lauder, the acquisition reflects a broader push into India’s fast-expanding prestige beauty segment. The group already sells 14 brands across skincare, makeup, fragrance and haircare in the country.
With the addition of Forest Essentials to its portfolio, the company expects India to become its largest emerging market.
Kulkarni said the partnership would help take the principles of Ayurveda to a global audience while preserving the brand’s heritage and identity.
The deal also aligns with Estée Lauder’s strategy of backing founder-led brands rooted in culture and heritage, while providing global scale.
The company has invested more than $14 million in social programmes in India, supporting initiatives in health, education and leadership through partnerships with local organisations.
