

The House of Rare bets on lifestyle pivot, quick commerce to fuel growth
Subscribe to enjoy similar stories.The House of Rare aims to evolve beyond apparel into a broader lifestyle-led retail powerhouse as it expands into categories such as fragrances, luggage and women’s footwear, while also betting on faster delivery timelines and quick-commerce-led fashion discovery.Founded over a decade ago, Bengaluru-based The House of Rare owns a portfolio of premium fashion brands, including men’s label Rare Rabbit, women’s line Rareism, kidswear brand Rare Ones, and footwear venture Rare’Z.“The idea is to expand into different categories which fit the brand ecosystem and target the lifestyle of the urban consumer,” Akshika Poddar, founder of Rareism from The House of Rare, said in an interview with Mint.The expansion comes at a time when premium fashion retailers in India are increasingly looking beyond core apparel to build wider lifestyle ecosystems around consumers, while also adapting to shopping habits shaped by quick commerce and faster delivery expectations. As competition intensifies in the premium westernwear segment, brands are also pushing deeper into tier-2 and tier-3 markets to tap rising aspirational demand.The company is set to launch women’s sneakers in June, and plans to introduce girlswear under its kidswear brand Rare Ones by January next year, while also scaling categories such as luggage and fragrances.