Ludic, a footwear-first lifestyle brand renowned for its distinct and playful approach to fashion, has entered the offline market space through a partnership with multi-brand retail outlets, Broadway in Hyderabad and FLXY in Pune. 

This strategic move will allow Ludic to expand its presence in popular hotspots and establish an offline presence in key markets. At the same time, it will enable the brand to build upon its existing authenticity and credibility and foster a broader brand discovery. Ludic’s primary target audience for offline continues to remain the same across popular metros. It intends to connect with the young, aspirational India across these metros, who are hungry for quality products, premium design, and an India story.

Furthermore, with consumers increasingly preferring a touch-and-feel experience apart from convenience, tapping offline will also enable the digital-first brand to bridge the sensory gap and provide a community experience to them. The retail concepts will house Ludic's diverse range across footwear, apparel and accessories. Here, customers can witness and understand the complexity of the brand’s products in person and get a ringside view of its design-forward journey. The brand envisions engaging with consumers in these cities in various ways, including life-sized activations, events and meet-ups, exclusive offline drops and collaborations. 

Ishit Jethwa, the Founder of Ludic, said, “We are excited to share our unique brand story with both outlets and showcase our products’ design-forward approach more tangibly. And going offline allows us to do just that. It will be a great testing ground to capture real-time insights and feedback from customers on design acceptance, category mix and pricing strategies, in turn, helping us iterate and launch better products in future.”

He further added, “Both Broadway and LiteStore have been in the business for long, and their understanding of the consumers aligns with ours. We believe partnering with them long-term is a significant step in Ludic’s offline journey. We’re confident that it will be well-received.”

Tarun S, Co-Founder, LiteStore (Parent company of FLXY) said, “We’re excited to partner with Ludic! Their bold, design-first approach perfectly aligns with FLXY by LiteStore's values. This collaboration brings Ludic’s playful, innovative aesthetic to Pune, and we’re confident it will resonate with our customers. By blending Ludic’s unique designs with FLXY by LiteStore's curated experience, we’re ready to elevate the in-store journey and create something truly special for our customers.”

Vivek Biyani, Founder, Broadway mentioned, “At Broadway, we are building a platform where the brands of tomorrow take shape today. We create the environment for new-age brands like Ludic to thrive, disrupt, and redefine shopping. The brands we partner with aren’t just following the change; they are at the forefront of the same. Ludic embodies this spirit of innovation, and we believe they are a part of this disruption.”

Ludic has been operating exclusively as a digital brand, selling through its website as well as various online marketplaces, including Amazon and Myntra. Now, by extending its reach to offline multi-brand outlets, the brand sees considerable potential for growth and strengthening its omnichannel strategy. It plans to open its exclusive concept store in select cities across the country in the future.