Travel luggage startup EUME eyes offline retail expansion, to open first flagship store in Bengaluru

After carving out a niche in India’s online premium luggage segment, travel luggage startup EUME is stepping into brick-and-mortar retail with a strategic push aimed at Gen Z, millennials, and design-forward professionals. The brand is launching three flagship stores in Bengaluru, Mumbai, and Hyderabad over the next 45 days, beginning July 26. Its first store will come up at Phoenix Mall of Asia, Bengaluru, followed by Mumbai’s Oberoi Sky City and Sarath City Capital Mall, Hyderabad.

Founded by husband-wife duo Naina and Pranay Parekh, EUME started as a D2C-first brand during the pandemic. Soon, with an average order value of ₹13,000, the brand quickly built traction as it blended aesthetics, sustainability, and smart features such as aluminium builds, matching sets, and USB-C charging ports. The premium models are priced upwards of ₹50,000.

TThe startup is entering its next phase of growth, bringing the brand closer to consumers through immersive, physical experiences. “After three-and-a-half years of building a strong online business, we realised people wanted to touch and feel the product. Retail is a natural evolution,” Naina said.

Though based in Mumbai, EUME chose Bengaluru for its first offline store due to the city’s status as India’s Silicon Valley; it is home to tech-savvy, design-conscious consumers who align with the brand’s premium positioning, the co-founder said. With a strong demand, high-footfall malls, and a culture of early adoption, Bengaluru made for a strategic launchpad. “We were always planning multiple stores, but Bengaluru happened to be the first,” she said. The brand’s offline focus is currently on south India, with no word yet on expansion into the northern part of the country. That said, Mumbai, Bengaluru, Delhi, and Punjab are the top markets driving online orders for the brand, pointing to a strong nationwide interest.

The three flagship stores are designed as high-engagement spaces with minimal aesthetics and various other features such as terrain-testing tracks for wheels, modular walls, and a dedicated monogramming counter. The idea: elevate the experience in a way that legacy brands like VIP or Safari haven’t attempted.

“We’re not in a rush to scale indiscriminately. We’ll do four to six flagship-format stores in the next six to eight months, focussed on metros, high-footfall areas, and top-tier malls where the EUME consumer already shops,” said Naina.

The brand recently closed a ₹25-crore Series A funding round led by marquee investor Ashish Kacholia, with participation from Pradeep Rathod (Cello Group) and Prithviraj Kothari (Arvog Financial). The fresh capital will be used for retail rollout, marketing, hiring, and working capital.

EUME’s sales channels are rapidly expanding, said Pranay. “While we’ve seen robust growth online, our thoughtfully crafted price points are also well-received in-person. And that’s where offline becomes key. We’re already present at select retail touchpoints and are actively scaling that footprint.”

He added that the company has partnered with several companies as their official gifting partner.

Currently, 65% of EUME’s sales come from its own D2C platform, with the rest split across marketplaces like Nykaa Fashion, Tata Cliq Luxury, and others. The brand is also exploring airport retail as part of its long-term roadmap, particularly with the success of its compact luggage and backpacks among frequent fliers.

But EUME isn’t trying to become a mass brand, the Parekhs insist. “We’d rather stay premium and relevant to a smaller but more loyal base than dilute the product to chase volume,” said Naina.

The timing is opportune: India’s organised luggage market is pegged at ₹17,600 crore in FY25, according to Crisil Ratings, and consumers are showing increasing appetite for premium products that offer design, durability, and status. At the same time, legacy brands like VIP and Safari have faced challenges in adapting to changing consumer preferences, especially in hard luggage, design-led aesthetics, and omnichannel retail.

“The buyer today wants style, value, and convenience. Our price point may be higher, but it’s justified by quality and innovation. That’s what makes EUME sticky,” Naina said.

To support its offline launch, EUME is also planning a series of high-engagement marketing activities, including roadshows, tech park pop-ups, and a fashion show in Bengaluru’s Mall of Asia during the launch weekend. The company, which has partnered with Tata Mumbai Marathon and SulaFest in the past, is also working on upcoming collaborations with creators and travel influencers.