13 October, Mumbai: Reliance Retail’s premium fashion and lifestyle brand AZORTE announces the launch of its newest store at Phoenix Marketcity, Mumbai, bringing its cutting-edge neo-store experience to Mumbai’s style-conscious shoppers. Spanning an expansive 14,881 sq. ft., the store redefines what fashion retail can be, fusing technology, trend, and thoughtful design to create a space that’s as inspiring as it is inclusive.
Adding to the excitement, actor and style icon Khushi Kapoor will inaugurate the new AZORTE store, marking a stylish beginning to the brand’s latest chapter in Mumbai. Located at Phoenix Marketcity, Mumbai — the city’s ultimate fashion and lifestyle destination — the new store brings AZORTE’s signature blend of innovation and style to a space that’s already home to some of the world’s most loved brands.
At AZORTE, fashion meets innovation. The brand offers a curated mix of global and contemporary styles across womenswear, menswear, kids, and accessories, all housed under one stylish roof. Designed as “Your Safe Space”, each AZORTE store invites customers to explore, express, and experiment with their personal style in an environment that feels both immersive and empowering.
Located at Phoenix Marketcity, Mumbai, the city’s ultimate fashion and lifestyle destination, the new store brings AZORTE’s signature blend of innovation and style to a space that’s already home to some of the world’s most loved brands. The Phoenix Marketcity, Mumbai store introduces several first-of-its-kind digital retail innovations, setting new benchmarks in fashion retail:
● Frictionless Check-In & In-Store Navigation: For customers who prefer a self-guided experience
● Interactive Digital Screens: Showcasing endless aisle collections and serving as dynamic digital signage
● RFID & QR Code Technology: Ensuring efficient inventory management and that the right product and size are always available
● Smart Trial Rooms: Offering contextual product recommendations and a superlative fitting experience
● Self Check-Out Counters: For a seamless, time-efficient end to every shopping journey
With the launch of this store, AZORTE now operates 40 stores across India, continuing its rapid expansion as one of the country’s most innovative retail formats.
Commenting on the milestone, Dhaval Doshi, Head of Marketing, AZORTE, said, “AZORTE is more than a store; it’s a reflection of how today’s generation experiences fashion. We’ve created a space that’s immersive, tech-enabled, and most importantly, welcoming. Our goal is to make every visit feel like a discovery, whether it’s a new trend, a new look, or simply a new way to express yourself.”
Vikas Shetty, Senior Vice President – Leasing & Retail Director, The Phoenix Mills Ltd., said, “We are delighted to welcome AZORTE to Phoenix Marketcity, Mumbai. The brand adds more energy to our thriving fashion portfolio – youthful, expressive, and very much in tune with the new-age shopper. With Khushi Kapoor as the face of the brand, this launch perfectly captures the spirit of style and self-expression that defines our audience. AZORTE is also a significant addition to our retail mix and plays a key role in our ongoing expansion plans for the centre, further strengthening the mall’s position as a leading fashion and lifestyle destination in the city.”
To mark the grand opening, AZORTE is rolling out an exclusive customer experience designed to reward its most loyal shoppers. A few lucky customers from Mumbai will stand a chance to meet brand ambassador Khushi Kapoor in person.
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