DaMensch: Designs on Offline

For the digital-first brand DaMensch, a physical presence is crucial for its next phase of growth

- Sandeep Kumar

The Bengaluru-based direct-to-consumer (D2C) brand DaMensch is quite keen on taking its products offline and has charted an impressive offline strategy. Co-founder Anurag Saboo feels that a phygital approach not only enhances customer satisfaction but also reinforces the brand's commitment to providing a unified, comprehensive retail experience.

"We enhance the shopping experience with immersive in-store environments, open displays, and innovative UI/ UX design. This phygital approach ensures a consistent and cohesive experience for our customers," said Saboo explaining what the brand is doing offline in terms of experience.

DaMensch started its offline journey in October 2022 by opening a 1,200 sq.ft. store at the Mantri Square Mall in Bengaluru and currently is present in over 400 multibrand outlets and 13 exclusive brand stores in Bengaluru (8), Delhi NCR (4) and Mumbai (1).

"Our expansion will focus on making the brand more accessible to the Indian audience through multi-brand outlets (General Trade & Shops in shops) and expanding into new cities. Offline expansion is crucial for the next phase of growth for Damensch," Saboo said.

USP

Started in 2018, by Anurag Saboo and Gaurav Pushkar, DaMensch was launched as a men's innerwear brand. It forayed into outerwear in 2021.