Marking the premium travel gear brand's phygital debut in one of India's top-performing cities
Bengaluru, July 2025 EUME, the design-forward travel gear brand renowned for innovation, design, and comfort, successfully launched its first-ever retail store in India at Unit No. G-54, Ground Floor, Phoenix Mall of Asia, 239/240, Byatarayanapura, Bellary Road, Indra Nagar, Shabhari Nagar, Yelahanka, Bengaluru on July 26, 2025. The launch marked a significant milestone in EUME's evolution from a digital-first disruptor to a full-fledged phygital lifestyle brand.
Why Bengaluru Was the Perfect Choice
Strategically located in one of the country's most dynamic malls, the new 439 sq. ft. space was envisioned as more than just a store it's a tactile, immersive brand experience. With Bengaluru consistently ranking among EUME's top-performing cities for both customer engagement and sales, the brand's choice to open its first physical store here felt like a natural progression.
Bengaluru is home to entrepreneurs, remote workers, and tech-savvy professionals people who align with the EUME spirit. The fast-paced energy of the city and its vibrant travel culture make it the ideal backdrop for this offline debut.
"This store isn't just our first retail space it's a physical manifestation of everything EUME stands for: bold design, thoughtful innovation, and a lifestyle that moves with purpose. Seeing our community experience that in person is a dream come true," said Naina Parekh, Co-Founder of EUME.
Pre-Launch Activation: The See-Through Truck Experience
In the days leading up to the launch, EUME amplified excitement across the city through an innovative transparent see-through truck activation. Signature EUME bags were dramatically displayed inside a moving mobile showroom that traveled through Bengaluru from Bellandur to EGL Tech Park creating a buzz on the streets and social media alike.
The truck activation ran from 12 PM to 7- 8 PM daily for three days, making stops at key tech hubs and high-footfall areas, including Manyata Tech Park and CV Raman Nagar, culminating with a final showcase near EGL. The innovative installation drew curious onlookers and provided an engaging, on-the-go product experience.
Launch Day: Fashion Meets Function
Adding flair to the launch day, EUME hosted an in-store fashion show at the Bengaluru store, where models showcased the brand's latest and most iconic travel gear collections. The fashion-forward presentation underlined how style and functionality are deeply woven into EUME's brand DNA.
Store Design: Minimally Maximal Philosophy
Conceptualized by Studio Astula, the store interiors reflect a "minimally maximal" design philosophy. A predominantly white palette, open layout, and textured flooring create a clean, immersive backdrop for EUME's innovative travel gear. Details like curved stainless-steel façades, logo-embossed wallpaper, and a sweeping LED panel reinforce the brand's blend of aesthetic appeal and tech-forward thinking.
The space has been thoughtfully created for those always making moves, reflecting the mindset of travellers who live boldly and move with purpose.
Product Portfolio: Engineered for Modern Travel
The store features EUME's complete product portfolio, showcasing what makes the brand stand out in the travel gear market:
Signature Products:
- Bestselling backpacks with dual-function interiors
- Premium trolley bags and luggage systems
- Innovative umbrellas and laptop bags
- The much-loved EUME Trunk
- India's first 100% aluminium cabin-size luggage
The EUME Difference:
- Signature massager backpack: Integrating wellness into travel
- Engineered for endurance: Built to handle 12+ hour travel days with stress-tested features
- Smart travel tech: USB ports, anti-theft zippers, and intelligent compartments
- Proven impact: 94% of users report faster, more organized travel after switching to EUME
Beyond Luggage: A Complete Travel Lifestyle Experience
This isn't just another luggage store it's a curated world where every item has a reason to exist. The focus is on travel lifestyle as a whole, featuring multipurpose organisers, compact accessories, and solutions that work for everyday life and international travel alike.
Each corner of the store reflects EUME's lifestyle design ethos, offering smart designs in a setting that's engaging, elegant, and incredibly functional.
Omnichannel Expansion Strategy
While EUME began its journey as a digital-first brand, the Bengaluru store marks the beginning of a robust omnichannel strategy. The brand is set to launch flagship stores in Mumbai (July 2025) and Hyderabad (August 2025), while continuing to expand through tech-forward pop-up pods and brand activations across India's leading malls, cultural events, and festivals.
Sustainability at the Core
True to its values of sustainability and intelligent design, EUME crafts all its products using durable, eco-conscious materials. This approach extends product lifespans, reduces waste, and aligns each purchase with a more responsible and thoughtful future.
Customer Experience and Community Response
From immersive product storytelling to hands-on engagement, the Bengaluru store offers customers an intimate look at what EUME stands for. "We want people to step into the store and immediately feel the essence of innovation and individuality," said Parekh. "At EUME, every bag has a story and every visit leaves a mark."
The launch has generated strong pre-launch momentum through engaging content and sneak peeks on social platforms, with feedback being overwhelmingly positive. Customers are excited to interact directly with products and trained staff who can help pick the right piece for any journey.
Visit the New EUME Store
Store Details:
- Address: Unit G-54, Ground Floor, Phoenix Mall of Asia, Yelahanka, Bengaluru
- Opened: July 26, 2025
- Hours: 12:00 PM onwards
What to Expect:
- Browse the full range of EUME's lifestyle and travel accessories
- Speak with in-store staff for personalized gear recommendations
- Explore curated collections made specifically for modern Indian travellers
- Experience fabric textures, storage innovations, and ergonomic designs firsthand
About EUME
Founded on the belief that travel gear should be as dynamic as the people using it, EUME designs premium, tech-forward products that blend innovation, comfort, and sustainability. With a rapidly growing customer base and iconic innovations like India's first massager backpack and 100% aluminium luggage, EUME is redefining how the world moves one journey at a time.
The Bengaluru store represents more than a retail expansion it's the beginning of a new chapter in bringing engineered mobility to modern travellers across India.
Step into the world of EUME and see where design meets daily movement.
FAQs
Q: What are the store hours and location details?
A: The EUME Bengaluru store is located at Unit G-54, Ground Floor, Phoenix Mall of Asia, Yelahanka, and is open from 12:00 PM onwards daily. The mall offers ample parking facilities, and our distinctive minimalist white storefront is easily identifiable on the ground floor.
Q: Are all EUME products available in the physical store, and can I try them?
A: Yes, our Bengaluru store features our complete product portfolio including backpacks, trolley bags, the EUME Trunk, and our signature 100% aluminium luggage. You can experience our massager backpack firsthand, feel fabric textures, and get personalized recommendations from our trained staff.
Q: What's the advantage of shopping in-store versus online?
A: Shopping in-store allows you to test functionality, experience our innovative features like the massager backpack, get immediate personalized consultations, and take your purchase home instantly. Plus, you'll find the same competitive pricing as our online store with the added benefit of hands-on product exploration.
Q: Do you offer returns, exchanges, and what payment methods do you accept?
A: Yes, we offer returns and exchanges in accordance with our standard policy. Products can be returned or exchanged at the store or online. We accept cash, all major credit and debit cards, UPI payments, and digital wallets for your convenience.
Q: When will EUME open stores in other cities?
A: Our Mumbai flagship store is scheduled to open in July 2025, followed by Hyderabad in August 2025. We're also expanding through tech-forward pop-up pods and brand activations across India's leading malls and cultural events. Follow our social media channels for updates on future store openings.
