Sustainable fashion brand Virgio started its first offline retail through a partnership with Broadway, a new-age multi-brand retail outlet. This collaboration brings Virgio’s genconsious community members to Ambience Mall, Vasant Kunj, Delhi.
Amar Nagaram, Founder, Virgio, expressed his excitement about the partnership: "At Virgio, our mission has always been to make sustainable fashion more accessible. Now, with Broadway, we’re taking that mission offline, bringing our globally inspired, eco-conscious collections to life in a vibrant, experiential space. This partnership allows our customers to explore Virgio’s latest collections and innovations from upcycled pieces to QR-coded garments that disclose environmental impact data, in person.
The opening was a three-day event. With Rana Daggubati, part of Broadway’s founding team, day 1 was dedicated to founder interactions, where startup founders shared their journeys and engaged with other brands. Day 2 focused on networking, providing key stakeholders with an exclusive first look at the setup and featured brands. On day 3, select members of Virgio’s community were invited to experience the brand firsthand, enjoying special rewards and personalised shopping experiences.
Virgio had interactions planned for its community with an infinite aisle experience, allowing visitors to explore styles beyond those displayed in-store for a truly omnichannel experience. Walk-ins also received styling tips and advice on building a sustainable wardrobe.
Vivek Biyani, Co-Founder of Broadway, stated, “At Broadway, we believe in promoting eco-conscious, homegrown brands that align with our vision of a more sustainable future. Our collaboration with Virgio allows us to create a retail experience where consumers can not only look and feel the products but also interact with the brand on a deeper level. By offering immersive shopping experiences, we aim to bring innovative D2C brands like Virgio to the forefront, allowing customers to engage with sustainable fashion in a meaningful way.”
