HOUSE OF RARE BETS BIG ON LIFESTYLE EXPANSION AND OMNICHANNEL GROWTH

What began with menswear label Rare Rabbit has now transformed into a growing lifestyle ecosystem.

- BY VAISHNAVI GUPTA

As India’s fashion market evolves rapidly, premium homegrown brands are redefining what modern retail looks like.

Among the strongest players in this space is House of Rare, the parent company behind brands like Rare Rabbit and Rareism, which has steadily built a formidable presence across fashion categories while maintaining a sharp focus on omnichannel retail and customer-led design.

What began with menswear label Rare Rabbit has now transformed into a growing lifestyle ecosystem. Today, the company operates a portfolio of four brands spanning menswear, womenswear, footwear, luggage, and kidswear, with several new categories in the pipeline.

“We started with Rare Rabbit, which caters completely to men’s lifestyle apparel. Then we launched Rareism for women, followed by Rarez for shoes. We’re now launching women’s footwear this Autumn/Winter season, and we’ve already entered luggage. We also have Rare Ones for boyswear and will be launching girls wear by Summer ’27,” said Akshika Poddar, Founder, Rareism.

The company is now preparing to deepen its lifestyle play further with fragrances, jewelry, accessories, and additional footwear categories under the Rare umbrella. “Very soon, we’re launching fragrances under Rare Fragrances. Accessories and jewelry are also part of our expansion roadmap because we want to cater to entire wardrobe and lifestyle,” Poddar added.

Omnichannel at the Core

Long before omnichannel became an industry buzzword, House of Rare had already begun integrating its offline and online retail ecosystem. The company’s inventory is synchronized across channels, allowing consumers to shop seamlessly between physical stores and digital platforms.