The Indian lingerie market has witnessed remarkable growth in recent years, driven by evolving fashion trends, rising awareness around intimate wear, and the increasing confidence of modern women. Amid this growing demand, Shyaway, one of India's fastest-growing lingerie brands, has been steadily expanding its offline presence. The brand's latest milestone is the grand opening of a new Shyaway store in Gurugram, Haryana, a move that not only strengthens its footprint in North India but also reaffirms its commitment to empowering women with comfort, style, and confidence.
About Shyaway

Shyaway is an Indian lingerie brand known for its vibrant collections that blend fashion, functionality, and affordability. Launched as an e-commerce platform, the brand quickly gained popularity among urban and semi-urban women for its thoughtfully curated designs, premium quality fabrics, and inclusive sizing options. Shyaway’s product range includes bras, panties, nightwear, shapewear, activewear, and accessories, catering to various body types and style preferences.

The brand’s mission revolves around helping women embrace their individuality through lingerie that offers the perfect balance of comfort and confidence. With a customer-first approach, Shyaway also provides personalized fitting guidance, expert consultations, and a diverse selection of styles.
Strategic Expansion in North India

The opening of the Shyaway store in Gurugram marks a significant step in the brand’s retail strategy. While Shyaway has already established a strong digital presence, the move to open more physical stores is part of its broader plan to connect with customers on a more personal level. The physical stores are designed to create a warm, inviting atmosphere where customers can explore the brand’s offerings firsthand, receive expert styling advice, and enjoy a seamless shopping experience.

Gurugram, located in the National Capital Region (NCR), is known for its urban lifestyle, high purchasing power, and growing fashion consciousness. The city’s diverse and dynamic population makes it an ideal location for a brand like Shyaway, which thrives on innovation, inclusivity, and engagement.
Store Design and Ambience

The new Shyaway store in Gurugram is a perfect reflection of the brand’s ethos—modern, elegant, and customer-centric. Designed with a contemporary aesthetic, the store features:

Spacious layout: Easy navigation and dedicated sections for different categories.

Soothing interiors: Soft lighting, pastel color tones, and elegant decor to enhance the shopping experience.

Private trial rooms: Comfortable, hygienic, and well-lit fitting rooms for a stress-free trial experience.

Expert staff: Trained stylists and fit consultants available to assist customers in choosing the right lingerie based on their body type and preferences.

The overall ambience promotes a relaxed and empowering environment where women can feel comfortable exploring and selecting intimate wear that suits their needs.
Product Range and Services

Shyaway’s Gurugram store offers a comprehensive selection of lingerie and innerwear. The product lines include:

Bras: Everyday bras, padded, non-padded, wired, non-wired, bralettes, T-shirt bras, push-up bras, nursing bras, and sports bras.

Panties: Bikini, hipster, boyshorts, thong, high-waist, and seamless panties in various fabrics and prints.

Nightwear: Pajama sets, babydolls, robes, and chemises designed for both comfort and appeal.

Activewear: Sports bras, leggings, and tank tops for workouts and casual wear.

Shapewear: Body shapers, tummy tuckers, and seamless solutions for smooth silhouettes.

Accessories: Bra extenders, nipple covers, lingerie wash bags, and more.

In addition to the wide selection, the store provides personalized fitting services, where customers can receive accurate measurements and recommendations tailored to their needs. This personalized approach ensures that customers not only find the right fit but also feel confident in their purchase.
Customer Engagement and Loyalty Programs

The brand recognizes the value of building long-term relationships with its customers. As part of the in-store experience, Shyaway offers:

Exclusive in-store discounts and offers.

Loyalty programs that reward frequent shoppers with points, perks, and early access to new collections.

Events and styling workshops: The store plans to host occasional events focused on lingerie styling tips, self-care, and fashion trends to create a sense of community among customers.

These initiatives are designed to engage customers beyond just transactions and build a loyal base of brand advocates.
Empowering Women Through Lingerie

One of the most notable aspects of Shyaway's mission is its dedication to empowering women. By offering a diverse range of sizes, catering to all shapes and styles, and promoting body positivity, Shyaway encourages women to embrace their individuality. The brand firmly believes that the right lingerie can boost self-esteem and foster a sense of self-assurance.

Through campaigns, in-store messaging, and staff training, the Gurugram store continues this commitment by ensuring that every customer feels valued, respected, and confident.
Digital Integration and Omnichannel Experience

While the new store caters to offline shoppers, Shyaway maintains a strong digital integration to ensure a seamless omnichannel shopping experience. Customers visiting the store can:

Browse products online and check in-store availability.

Use the mobile app for personalized recommendations.

Access digital fitting tools for additional support.

Redeem online offers in-store and vice versa.

This blend of physical and digital touchpoints ensures convenience and consistency, no matter how customers choose to engage with the brand.
Sustainability and Ethical Practices

As consumers become increasingly eco-conscious, Shyaway has also taken steps to adopt more sustainable practices. The brand is working towards:

Using eco-friendly packaging in its stores and online deliveries.

Promoting mindful consumption by encouraging customers to choose quality over quantity.

Offering durable products made with high-quality fabrics to reduce waste.

The Gurugram store is expected to uphold these values by integrating eco-conscious elements into its operations and encouraging customers to make sustainable choices.
Community Impact and Future Plans

The opening of the new Shyaway store in Gurugram is not only a business move but also a community-building initiative. By creating local employment opportunities and fostering a positive retail environment, the brand contributes to the city’s economic and social fabric.

Looking ahead, Shyaway plans to expand further into Tier 1 and Tier 2 cities across India. The success of the Gurugram store is likely to serve as a blueprint for future outlets, focusing on:

Personalized service.

High-quality, inclusive product lines.

Empowering customer experiences.

Conclusion

The launch of the Shyaway lingerie store in Gurugram, Haryana, is a significant development in the brand’s journey toward transforming the intimate wear shopping experience for Indian women. With its focus on comfort, confidence, and inclusivity, the new store promises to redefine lingerie retail in the region. From thoughtfully designed interiors to expertly curated collections and personalized service, Shyaway continues to set new standards in the Indian lingerie market. As more women step into this welcoming space, they are met not just with beautiful products, but with the message that every body deserves to feel celebrated.
For more visit : https://www.shyaway.com/