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LUSH opens first Mumbai store at Inorbit Mall, Malad
British handmade cosmetics brand LUSH opened its first Mumbai store at Inorbit Mall, Malad, via partner Bilberry Brands India. The launch extends its India footprint beyond New Delhi, Chandigarh and Gurgaon, supported by LUSH.in, Myntra and Tata CLiQ distribution.
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Store and format facts
Figures from IMAGES Business of Fashion,
| Gurgaon store opened 3 August | 2026 |
|---|
Other figures
- Shop G 16 & 17
- Opened 18 August 2026
- Founded in 1995
What it means for the format
LUSH’s partner-led entry highlights the value of local distribution and mall relationships, positioning Bilberry Brands India as a potential platform for further international beauty-brand launches.
Next on the rollout
- A second Mumbai or Maharashtra store announcement within 6-12 months.
- Festival-period sell-through, especially Diwali, Christmas and Valentine’s gifting demand.
- Evidence of local assortment adaptation, refill formats, exclusive launches or in-store experiential programming.
- Mumbai delivery expansion, marketplace visibility and online traffic lift following the store opening.
- Partner Bilberry Brands India hiring, leasing activity or capital commitments for additional LUSH locations.
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- Competitive store launches or promotional escalation by Sephora, Nykaa, Tira and Bath & Body Works in Mumbai malls.
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Add Mumbai-targeted digital campaigns, mall activations and gifting partnerships to convert store discovery into repeat LUSH.in orders.
- Use Malad sales mix and customer-origin data to assess a second Mumbai location in South Mumbai, BKC, Lower Parel or Thane.
- Expand festive, corporate-gifting and limited-edition product assortments suited to Mumbai’s premium consumer base.
- Pursue selective omnichannel integration with Myntra and Tata CLiQ while protecting flagship-store exclusivity and margins.
- Evaluate western India entry points such as Pune, Ahmedabad and Bengaluru only after Mumbai unit economics stabilize.
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