Vivek Biyani, along with actor Rana Daggubati, Apurva Salarpuria of the Salarpuria Group, and Anuj Kejriwal of Anarock, are launching Broadway, a new retail chain that bridges the gap between online direct-to-consumer (D2C) brands and physical retail. Broadway stores will feature over 100 Indian D2C brands and aims to create a unique shopping experience with interactive zones and community spaces. The first store will open in Delhi this August, with plans for Hyderabad and Mumbai in 2024 and 2025. Broadway aims to redefine the retail landscape in India.
Vivek Biyani, along with partners actor Rana Daggubati, Apurva Salarpuria of the Salarpuria Group, and Anuj Kejriwal of Anarock, is introducing a new retail chain called Broadway. This initiative aims to bridge the gap between online direct-to-consumer (D2C) brands and physical retail.
Broadway stores will offer a unique shopping experience, housing over 100 Indian D2C brands under one roof. The first store is scheduled to open in Delhi this August, with subsequent launches in Hyderabad and Mumbai planned for September 2024 and March 2025, respectively. These stores will occupy spaces between 25,000 and 35,000 square feet.
Each Broadway outlet will feature various interactive zones, including a staging area, a creator's studio, sampling stations, consultation rooms, a dry salon, and gourmet experiences. These spaces are designed to offer more than just shopping, creating a community environment where brands and consumers can interact meaningfully. This setup mirrors the co-working model, encouraging collaboration and deeper engagement.
Vivek Biyani emphasised that Broadway's model addresses the changing buying patterns of modern consumers. He likened it to how WeWork revolutionised workspaces, noting that Broadway is designed as a co-retail space for brands to foster deeper connections and stronger engagement with their customers.
Broadway aims to replicate the dynamic interactions of social media in a physical retail environment. Biyani observes that for the new-age audience, their primary marketplace, social media, also serves as their entertainment centre, social hub, learning platform, and news source. This enmeshed ecosystem among consumers, brands, and influencers is not reflected in physical environments. The Broadway experience aims to address this void.
Anuj Kejriwal of Anarock highlights the strategic importance of real estate in this venture. Biyani mentions that insights gained from the first three stores will inform future expansions. He emphasises that a significant amount of learning will come from these initial stores and from consumers, which will help guide decisions on further expansion.
Broadway is set to redefine the retail landscape for D2C brands in India by creating spaces that blend the online and offline worlds seamlessly. With its focus on community, engagement, and innovative shopping experiences, Broadway could pave the way for a new era in retail.
Source: Business Standard
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