Mish Designs has launched its MISH brand across 21 Reliance Trends stores spanning 10 states, marking a significant expansion in its large-format retail footprint. The rollout covers key markets across North, West, East, and Central India.

The expansion is executed through the company’s subsidiary, I'Design Fashions Private Limited. This strategic move aligns with Mish Designs’ broader vision of building a robust omnichannel presence, complementing its existing digital sales channels and exclusive brand outlets.

Strategic Retail Expansion

The launch targets both metropolitan hubs and emerging fashion markets. By leveraging Reliance Trends’ extensive network, Mish Designs aims to enhance brand visibility and customer engagement. The company noted strong initial response from customers and store teams since day one.

This development reinforces the strategic rationale behind Mish Designs’ investment in I'Design Fashions. Alongside the existing DeMoza business, I'Design is building a scalable platform for women’s fashion brands in the large-format retail segment.

Geographic Reach

The stores are distributed across multiple states, ensuring widespread access to the brand’s contemporary women’s fashion collections. Key locations include Delhi, Maharashtra, West Bengal, and Punjab.

Omnichannel Strategy

Mish Designs continues to scale its footprint across leading online marketplaces, including Myntra, Nykaa Fashion, Ajio, Tata Cliq, and Namshi. Since FY 2017-18, the brand has sold over 2.5 lakh products online.

The company also operates exclusive brand outlets, having recently opened flagship stores at Seasons Mall in Pune, Zora Mall in Raipur, and Phoenix Mall in Indore. Additionally, eight existing DeMoza stores will be integrated into the transaction, further expanding the group’s retail network.

Management Commentary

Kaushal Goenka, Managing Director of Mish Designs Limited, highlighted the significance of the partnership. He stated that Reliance Trends is one of the strongest large-format retail platforms in the country, describing the launch as a "huge vote of confidence" in the brand.

Goenka noted that the customer response has been "electric" from the start, indicating strong market acceptance for the brand’s modern silhouettes and versatile collections.

About Mish Designs

Mish Designs specializes in affordable Western and Indo-Western attire for women. The brand offers over 1,000 designs, including dresses, gowns, tops, co-ords, T-shirts, trousers, and palazzos. It operates a 10,000 sq. ft. manufacturing unit with a dedicated team of 54 employees.

In addition to the domestic "MISH" and "CURVES BY MISH" lines, the company exports the "ZOEY" line to the UAE.

Mish Designs has expanded its retail portfolio through the acquisition of the DeMoza brand from Pipin Fashions. The transaction was executed by I'Design Fashions Private Limited, a wholly owned subsidiary of the Mumbai-based apparel company.

The deal, finalized on September 2, 2026, involves a Business Transfer Agreement that integrates DeMoza's existing retail operations into the Mish group. This move adds eight physical stores to Mish's network, strengthening its presence in key markets including Reliance Trends, Reliance Trends Fashion Factory, Lulu Malls, and Exclusive Brand Outlets (EBOs).

Strategic Retail Expansion

Mish Designs, which operates primarily through digital platforms like Myntra, Nykaa Fashion, and Ajio, is accelerating its omnichannel strategy. The company currently manages three flagship stores in Pune, Raipur, and Indore under its own brands, MISH and CURVES BY MISH.

The acquisition of DeMoza provides immediate access to established retail relationships and a design language already recognized by consumers. Kaushal Goenka, Managing Director of Mish Designs, highlighted the strategic value of the deal, noting the integration of DeMoza's retail footprint with Mish's operational capabilities.

Portfolio Overview

Mish Designs specializes in affordable Western and Indo-Western women's apparel. Since FY 2017-18, the brand has sold over 2.5 lakh products online. Its product range includes dresses, gowns, tops, co-ords, T-shirts, trousers, and palazzos, with over 1,000 designs available.

In addition to its domestic offerings, Mish exports the ZOEY line to the UAE. The company supports its production through a 10,000 sq. ft. manufacturing unit staffed by 54 employees.

What the Numbers Show

The acquisition marks a shift from purely organic store growth to inorganic expansion for Mish's offline channel. While the company previously relied on opening individual flagship stores in malls like Seasons Mall and Phoenix Mall, this deal instantly adds eight locations to its balance sheet. This suggests a focus on leveraging existing retail infrastructure rather than building new stores from scratch, potentially accelerating market penetration in regions where DeMoza already holds shelf space.