Madame
Reimagining the New Concept Store.
MADAME, a leading fashion brand for the modern Indian woman, began in 1939 as a muffler shop in Ludhiana and has grown to over 900 points of sale across India. Known for its chic, western-inspired designs, MADAME sought our expertise to stand out against international competitors. We were tasked with creating a distinctive, personalized concept and strategy that resonates deeply with their audience.
MADAME — India’s leading women’s western wear brand with 900+ retail points and Rs 370 crore in FY23 revenue — faced a challenge that had become strategic, not operational. Increasing pressure from Zara, H&M, and Uniqlo entering the Indian market meant the existing store experience no longer reflected the brand’s philosophy, ambition, or next stage of growth. Three gaps had formed: an Identity Gap (brand philosophy existed but was not expressed in the store), a Differentiation Gap (the environment did not stand out in an increasingly competitive market), and a Scalability Gap (any new concept had to perform across multiple retail formats). With IPO readiness raising the stakes, MADAME needed a sharper, more credible market position.
STIRIXIS developed a full strategic and design response across three layers. Brand Strategy repositioned MADAME around the many identities of the modern Indian woman. Visual Identity redesigned the logo and brand system to express that positioning. The Retail Concept translated strategy into a premium, scalable store experience. The design opened with mannequins in everyday scenarios — sitting, confident poses, pairs celebrating female friendships — to assert the human element from the exterior. Inside, minimal architecture placed the products and branded signage at the centre. Category naming became a journey of self-discovery: “Be Casual”, “Be Trendy”, “Be Professional” — each leading the customer through different facets of her identity, unified at the cashier and fitting rooms by the brand manifesto “Be Everyone U R”. Spatial architecture used open layouts and improved product visibility to create a premium experience. Digital integration connected physical and digital retail through LED walls, smart mirrors, and digital signage. Brand storytelling was embedded throughout the environment, and a scalable format system ensured the concept could adapt across the full retail network of 900+ touchpoints. Guidelines ensured consistency across every format. The new identity launched in August 2024.
The results are measurable and significant. Revenue grew 37% year-on-year in Q1 FY26, reaching Rs 378 crore. Same Store Sales Growth doubled from 5% to 11% year-on-year. The store network expanded 40% — from 166 to 232 stores in 12 months. EBITDA margin rose from 9% in 2022 to 15.4% in Q1 FY26. IPO preparation is now underway, and portfolio expansion with international growth ambition is on the horizon. Today, MADAME is repositioned as a modern, aspirational fashion brand, combining Indian identity with global retail standards.
MADAME India · Retail · India · 2024
Heritage fashion brand · Retail repositioning · Scalable concept roll-out
Services
Retail Strategy
Concept Design
Branding and Way-finding
Construction Management
Concept Roll-out
Prosperity Delivered.
Today, MADAME is repositioned as a modern, aspirational fashion brand, combining Indian identity with global retail standards — with 37% revenue growth, 40% store expansion, and an EBITDA margin more than doubled in three years.
The Testimonial
“Partnering with STIRIXIS to strategize for future & redesign our stores has been an exciting and enlightening experience. Their expertise in global design concepts has helped to transform our retail spaces with an international and inviting ambiance. The new design enhances product visibility and creates a premium shopping experience, significantly strengthening our brand image. Undertaking a store redesign is a complex and challenging project. STIRIXIS demonstrated a clear understanding of our strategic goals and business objectives as a leading fashion brand with a rich history. STIRIXIS’ dedication to understanding our vision and its commitment to achieving it is evident in every design aspect. The modern and innovative store layout creates a welcoming atmosphere that resonates with our customers. Moreover, the design effectively communicates our brand philosophy, ‘Be Everyone U R’, emphasising our dedication to empowering women through fashion. The outcome has exceeded our expectations, positioning our stores as sophisticated representations of our revolutionary concept. The STIRIXIS team was professional, reliable, and proactive throughout the process, ensuring that every aspect aligned perfectly with our goals. The overall partnership has been both exciting and knowledgeable. We feel ready and well-prepared for the future, and we look forward to continued collaboration with STIRIXIS. Thank you, STIRIXIS, for your exceptional work and for helping us achieve our vision!”
— Akhil Jain, Executive Director, Jain Amar House (MD & CEO, MADAME)