MiniKlub has reached a major retail milestone with the opening of its 100th Exclusive Brand Outlet (EBO) in Paschim Vihar, Delhi, strengthening its offline presence and accelerating its expansion across India.
The milestone marks an important stage in the evolution of the Indian baby and kidswear brand, which has expanded from a babywear-focused business into a broader baby and kids lifestyle destination for newborns to children up to eight years.
MiniKlub Reaches 100 Exclusive Stores
The opening of the Paschim Vihar outlet takes MiniKlub’s exclusive store network to 100 stores, marking a significant step in its offline retail journey.
The brand’s own website currently highlights 100+ Exclusive Stores, 400+ Multi-Brand Outlets, more than 1 million parents served and 90% coverage across India, reflecting the scale of its growing retail and distribution network.
The latest milestone is particularly significant because MiniKlub has been steadily increasing its presence through a combination of exclusive stores, multi-brand retail, large-format retailers and online channels.
A report on the new store states that MiniKlub plans to add another 50 exclusive brand stores during the current financial year, indicating that the 100-store milestone is being treated as a platform for the next phase of expansion rather than an endpoint.
Paschim Vihar Store Strengthens Delhi Retail Presence
The new MiniKlub store in Paschim Vihar, Delhi, gives the brand another physical touchpoint in a major urban market.
Paschim Vihar is a prominent residential and commercial area in West Delhi, making the location relevant to MiniKlub’s strategy of positioning stores closer to families and making children’s products accessible through neighbourhood-led retail.
For a baby and kidswear brand, physical stores continue to play an important role because parents often want to evaluate fabric quality, fit, softness, design and product functionality before purchasing.
MiniKlub Managing Director Anjana Pasi highlighted the importance of physical retail for the category, noting that parents benefit from being able to experience products first-hand before making a purchase.
From Babywear to a Broader Kids Lifestyle Brand
MiniKlub was established in 2013 under the First Steps Babywear group and has progressively expanded its product portfolio beyond traditional baby apparel.
The brand currently caters to newborns through children up to eight years and offers categories spanning:
- Newborn clothing
- Babywear
- Boys’ and girls’ fashion
- Kidswear
- Footwear
- Toys
- Strollers
- Walkers
- Feeding accessories
- Teethers and soothers
- Bedding
- Baby-care products
- Diapers
- Gifting
- Nursery essentials
Its website similarly positions MiniKlub as a broader destination covering apparel and non-apparel categories for babies and children.
This portfolio expansion is strategically important because it allows the company to increase the number of categories a family can purchase from the same retail destination.
Instead of competing only in kidswear, MiniKlub is increasingly building a one-stop baby and kids lifestyle proposition.
The ‘Happy Parenting’ Retail Proposition
MiniKlub’s expansion is closely connected to its Happy Parenting positioning.
The concept focuses on simplifying shopping for parents by bringing multiple everyday products required during a child’s early years under one retail environment.
The 100th store therefore represents more than a store-count milestone. It also reflects MiniKlub’s attempt to build a consistent physical retail ecosystem around families.
This approach becomes particularly relevant as organised baby and kids retail in India continues to develop, with consumers increasingly looking for brands that combine quality, safety, convenience, design and product variety.
Safety and Comfort Remain Central to the Product Proposition
As MiniKlub expands its retail network, the company continues to emphasise product safety and comfort.
According to the latest report, the brand follows multiple safety checks across its garments, including pull tests on snap buttons, while using materials such as superior cotton, azo-free dyes and bio-washed fabrics.
MiniKlub’s brand information also states that its products combine international-inspired designs with manufacturing in India, with an emphasis on comfort, safety and functionality.
For parents shopping for newborns and young children, these factors can become important differentiators in a market where product quality and safety can influence purchase decisions.
MiniKlub’s Omnichannel Retail Strategy
The company’s growth is not limited to physical stores.
MiniKlub has developed an omnichannel presence, combining its exclusive stores with multi-brand outlets, e-commerce marketplaces and its own online platform.
The brand is available through platforms including Amazon, Flipkart, Myntra and AJIO, alongside its direct-to-consumer website.
This combination gives the brand multiple routes to reach customers while its exclusive stores provide greater control over product presentation and the overall shopping experience.
From 45 Stores to 100: A Rapid Retail Expansion Journey
MiniKlub’s current footprint represents a substantial increase from its earlier expansion stages.
In 2022, the brand reported a presence across 26 cities with 45 exclusive brand stores and more than 450 multi-brand outlets.
By December 2023, MiniKlub had reached 65 exclusive stores across 28 cities, alongside more than 450 multi-brand outlets.
In September 2025, a report on its Amritsar expansion noted that MiniKlub had crossed 75 exclusive stores and maintained a presence in more than 450 multi-brand retail outlets.
The move from 45 exclusive stores in 2022 to 100 stores in 2026 highlights the pace at which the brand has been developing its physical retail network.
What the 100-Store Milestone Means for MiniKlub
The significance of the milestone goes beyond the headline number.
For MiniKlub, reaching 100 exclusive stores creates a larger physical distribution network through which it can:
Increase brand visibility: More exclusive stores give MiniKlub greater visibility among parents shopping offline.
Improve accessibility: Stores across multiple cities can bring the brand closer to families beyond major metros.
Expand categories: A wider product portfolio can be showcased more effectively through dedicated retail environments.
Strengthen customer experience: Exclusive stores allow greater control over merchandising, product presentation and customer service.
Build an omnichannel ecosystem: Physical stores can complement online shopping and marketplace distribution.
India’s Kidswear Market Creates Room for Organised Brands
MiniKlub’s expansion comes as India’s children’s apparel and baby-products market becomes increasingly organised.
The company’s earlier expansion strategy focused on strengthening its presence in major markets such as Bengaluru, Delhi, Mumbai and Chennai while also using Tier-2 cities as growth opportunities.
This market strategy remains relevant because India’s retail growth is increasingly spreading beyond the largest metros.
For kidswear and baby products, Tier-2 and emerging cities can provide significant opportunities as parents gain greater access to organised brands, digital commerce and premium products.
MiniKlub’s combination of exclusive stores, multi-brand distribution and online channels positions it to participate in this broader retail transition.
The Road Ahead: 50 More Stores
The opening of the 100th store is already being followed by another ambitious target.
MiniKlub plans to add 50 more exclusive brand stores during the current financial year, taking its potential exclusive-store network toward the 150-store mark.
That expansion will test the company’s ability to maintain consistent customer experience, product availability and brand positioning as the network becomes larger.
The opportunity, however, is substantial.
With more than 100 exclusive stores, hundreds of multi-brand retail points and a growing digital presence, MiniKlub is moving toward a more integrated retail model that combines exclusive retail, distribution and e-commerce.
MiniKlub’s 100th Store: Key Takeaways
| Metric | MiniKlub |
|---|---|
| Latest milestone | 100th Exclusive Brand Store |
| New location | Paschim Vihar, Delhi |
| Founded | 2013 |
| Parent/group | First Steps Babywear |
| Core audience | Newborns to 8-year-olds |
| Exclusive stores | 100+ |
| Multi-brand outlets | 400+ according to current brand website |
| Parents served | 1M+ |
| India coverage | 90% |
| Next expansion target | 50 additional exclusive stores in the current financial year |
| Online presence | Own D2C platform + leading marketplaces |
Frequently Asked Questions
How many exclusive stores does MiniKlub have?
MiniKlub has crossed 100 exclusive brand stores in India, with the 100th store opening in Paschim Vihar, Delhi. Its current website reports 100+ exclusive stores. (MiniKlub.in)
Where did MiniKlub open its 100th store?
MiniKlub opened its 100th Exclusive Brand Store in Paschim Vihar, Delhi. (Indian Retailer)
What products does MiniKlub sell?
MiniKlub offers baby and kids apparel along with footwear, toys, strollers, walkers, feeding accessories, bedding, baby-care products, gifting and other parenting essentials for newborns to children up to eight years. (MiniKlub.in)
When was MiniKlub founded?
MiniKlub was established in 2013 under the First Steps Babywear group.
How many more stores does MiniKlub plan to open?
MiniKlub plans to add 50 more exclusive brand stores during the current financial year, according to the latest report on its 100th-store milestone.
Is MiniKlub available online?
Yes. MiniKlub sells through its own D2C website and leading e-commerce platforms including Amazon, Flipkart, Myntra and AJIO.
What age group does MiniKlub cater to?
MiniKlub primarily caters to newborns through children up to eight years old, with its portfolio covering both apparel and non-apparel categories.