Homegrown denim and apparel brand Numero Uno has outlined ambitious plans to expand its exclusive brand outlets (EBOs) across West and Northeast India, even as it prepares to explore international markets with an entry into the Middle East.

Founded in the 1980s by Narinder Singh Dhingra, Numero Uno began as a small denim venture in Delhi’s Palika Bazaar and has since grown into one of India’s most recognized fashion brands. Today, it operates over 250 EBOs, 50 company-owned stores, and more than 500 partner outlets, along with a strong presence on leading e-commerce platforms such as Ajio, Flipkart, and Myntra.

According to Jaiwant Singh Dhingra, Director of Marketing and Business Development, offline channels contribute over 75% of the brand’s business, with EBOs and company-owned stores serving as the main revenue drivers. “Company-owned outlets give us full control over merchandising, store design, and product placement. Franchises work well too, but turnaround times can be slightly slower,” he said.

On the digital front, e-commerce marketplaces remain the largest contributor, though Numero Uno is investing in strengthening its direct-to-consumer (D2C) website, which it expects to match marketplace sales within the next two to three years. The brand is also exploring opportunities in quick commerce, reflecting the disruptive potential of the format.

Domestically, the company plans to increase its retail footprint in Bihar, Jharkhand, Northeast, and Western India, while keeping its long-term focus on achieving pan-India coverage. Internationally, the Middle East has been identified as the first global market for expansion.

Despite intense competition in India’s denim and apparel segment, Numero Uno continues to hold its ground through a mix of heritage, quality, and sustainable practices. The brand partners with Jeanologia, a Spanish technology firm, to implement water-saving laser technology in denim washing, cutting usage from 50 liters to just two cups per pair. It is also transitioning towards sustainable packaging.

In terms of product innovation, the brand has recently expanded into cargo pants, relaxed fits, feather-touch jeans, and mountain-ready jackets, while also introducing corduroy, wool, and suede mixes for its upcoming winter collection. Accessories such as socks, belts, and perfumes have further diversified its portfolio.

After a warehouse fire disrupted operations last year, Numero Uno has successfully recovered to pre-crisis levels. Looking ahead, the brand has set a five-year vision of achieving full pan-India presence before expanding globally, with the Middle East as its launchpad.