Frido, India’s D2C ergonomics and comfort solutions brand, has opened 15 new experiential stores across Delhi NCR, Mumbai, Bengaluru, Hyderabad and Pune – marking a deliberate shift from digital-first disruptor to omnichannel brand.
The retail network spans mall and high-street formats in a 70:30 split, all operated under a COCO model. Store sizes range from 250 sq. ft. to 1,900 sq. ft., allowing the brand to calibrate the experience based on location and consumer catchment. Locations include prominent destinations such as Phoenix Mall of Asia and Lulu Mall in Bengaluru, Phoenix Marketcity and Amanora Mall in Pune, and Vegas Mall in Delhi NCR, among others.
The expansion is rooted in a behavioural insight that Frido’s co-founder and CEO Ganesh Sonawane describes plainly: consumers research ergonomics and mobility solutions online but want to sit, stand, walk and feel a product before they commit. In high-consideration wellness categories, physical validation still closes the sale.
Each store is designed as an experience hub, presenting Frido’s verticals – Home, Walk, Work, Orthotics and Mobility – in an integrated format. Select locations feature in-house podiatrist support, reinforcing what the brand calls a diagnostic-led retail approach. The intent is less about transactions and more about building the kind of trust that a product page cannot.
The ambition beyond this rollout is significant. By FY28, Frido targets 70 to 100 stores nationwide, 350 to 400 new jobs, and eventual entry into Tier 2 cities – quietly positioning itself at the centre of India’s preventive wellness retail story.
