Underneat, the shapewear and intimate apparel brand co-founded by content creator Kusha Kapila and fashion entrepreneur Vimarsh Razdan, has opened its physical retail store at Galleria Market in Gurugram, marking its entry into offline retail.
The move marks a new phase for the brand, which launched in April 2025 as a direct-to-consumer (D2C) business. The physical store will give customers an opportunity to explore its product range in person, an important consideration in a category where fit, sizing, fabric and comfort play a significant role in purchase decisions.
The expansion follows a year of rapid growth for the Gurugram-based brand. In June 2026, Underneat reported an annualised revenue run rate (ARR) of Rs 200 crore within approximately 12 months of launch, alongside sales of more than nine lakh units across shapewear, innerwear and accessories to over 6.5 lakh customers.
Underneat was launched in April 2025 by Kapila and Razdan to address gaps in India's women shapewear and intimate apparel market, particularly around comfort, fit and products designed for Indian body types and climatic conditions.
Kapila, a content creator and actor, brought her personal experience with the category and an understanding of consumer concerns to the venture. Razdan, who has a background in fashion, manufacturing and retail, brings expertise in product development and business strategy. The brand positions itself around comfort-led design, breathable fabrics and functional products that support rather than restrict movement.
Its portfolio includes shapewear, bras, high-waist briefs, seamless shorts, bodysuits and other intimate essentials. The company has also expanded beyond its original category with the launch of its CoolRest comfortwear collection in August 2026, featuring bamboo-derived fabric.
The move into physical retail follows an earlier stated plan to use customer data, including purchase behaviour, geographical demand and sizing preferences, to identify suitable markets and store formats. Rather than relying exclusively on its own website and digital distribution channels, the brand is now adding a physical touchpoint to its consumer experience.
Funding and growth
Underneat raised $6 million (approximately ₹54.5 crore) in a funding round led by Fireside Ventures in December 2025. Existing investor Ghazal Alagh, co-founder of Honasa Consumer, also participated in the round. The capital was intended to support the company's operations and expansion across Indian markets.
The company has built its distribution across its own D2C website and online marketplaces, including Myntra, Nykaa and Amazon, alongside quick-commerce availability. The Galleria Market store adds an offline channel to this growing distribution network.
For intimate apparel and shapewear brands, physical retail can help address a key challenge associated with online shopping: the ability to assess fit and feel before making a purchase. In-store access can also allow customers to explore different styles and understand which products work for their requirements.
For Underneat, the store represents an opportunity to extend its consumer-first positioning beyond digital platforms while gathering direct feedback from shoppers in a physical retail environment.
