Bewakoof makes brick-and-mortar debut in Pune

Apparel and lifestyle brand Bewakoof has opened its first brick-and-mortar store in the city of Pune. Located in Amanora Mall, the store retails clothing, footwear, and accessories for men and women.

“Bewakoof is now open at Amanora Mall, Ground Floor West Block,” announced the shopping centre on Facebook. “Dive into quirky, bold fashion for every vibe. From cool tees to comfy fits, your new favorite wardrobe picks are here!”

The store has an open facade, flanked by two large digital screens. Inside the expansive store, shoppers can browse a selection of graphic t-shirts, sporty footwear, and other youthful designs. 

“We are happy to welcome Bewakoof to Amanora Mall as its very first store in Pune,” said Amanora Mall’s CEO Surjit Singh Rajpurohit, India Retailing reported. “This collaboration reflects our commitment to supporting fast-growing D2C brands and offering our customers a curated shopping experience.”

Entrepreneurs Prabhakaran Singh and Siddharth Munot launched Bewakoof in 2012 in Mumbai. The direct to customer label’s main customer base is millennial and Gen Z Indians with products ranging from casual wear to sneakers and rucksacks.