Trent Proves Gen Z Still Loves Stores

Trent’s 23 percent Q2 growth, Next’s Mumbai debut and H&M’s expansion show Gen Z and Gen Alpha still shop in stores, not only online.

India’s lifestyle market is projected to reach USD 210 billion by 2028. Gen Z and Gen Alpha, though born digital, keep walking into stores, and brands are following them.

The aisles are crowded. Trent’s Westside and Zudio, H&M, Zara and Next now chase the same young shopper, each with a distinct promise, price point and pace.

Trent’s July to September revenue rose 23% to INR 5,788 crore, with Zudio nearing the 1,000-store mark. Its total network now stands at 1,342 stores across formats.

Fewer openings, yet faster growth: Trent netted 27 new stores this quarter against 53 a year ago. Existing stores appear to be working harder, though like-for-like figures are awaited.

NEXT has opened its first Mumbai store at Infiniti Mall, Malad, taking its India network to six stores, with two more planned by the end of 2026.

Having entered India online through Myntra, the British brand now builds stores with franchise partners, targeting over 50 points of sale within five to six years.

H&M, a decade into India with more than 70 stores, keeps adding outlets, including in Gurugram, still betting on mall-led fashion retail across metros and smaller cities.

Zara India shows the other side: revenue slipped one percent to INR 2,749 crore in FY26 and profit fell 32 percent, across just 22 stores, down from 26.

Price is the real divider.

Zara’s shirts start near INR 1,950, while Zudio’s range mostly sits under INR 1,000, a gap that young, value-conscious shoppers weigh carefully.

Stores still convert. Trent has reportedly sold 80 to 85 percent of its merchandise at full price, a sign that in-store experience protects pricing and shopper satisfaction.

Together, these moves suggest that Gen Z, and Gen Alpha shopping alongside family, still value touching, trying and sharing fashion in person, not only on screens.

With Next, H&M and Trent all adding stores, India’s young shoppers look set to keep physical fashion retail thriving, and exciting, for years to come.

Editor’s Note

Stop asking whether stores or screens will win. The sharper question is what earns a teenager’s walk-in: trial, speed and a fair price tag.

Next’s journey from Myntra’s app to Malad’s mall shows stores now work as a trust layer for digital brands, not a legacy cost.

Zara’s pause is a reminder that premium needs a reason to visit. Without fresh experiences, even a great name can stall.

The opportunity is huge, and India is ready. Brands that design stores for young shoppers will find them willing, loyal and eager to return.