BRND.ME’s Party Propz Expands Offline with First Dedicated Retail Format at Reliance Smart, Rajajinagar

Party Propz, BRND.ME’s digital-first party supplies and celebration essentials brand, is expanding its retail footprint with the launch of its first dedicated Party Propz retail format at Reliance Smart, Rajajinagar.

The new format is designed to create a dedicated destination for celebration essentials within the store, bringing together a curated assortment of party décor, gifting products and celebration accessories in a high-frequency, family-led retail environment. The format is intended to make celebration shopping more accessible, convenient and discovery-led for consumers.

The offline launch strengthens Party Propz’s omnichannel strategy by complementing its digital presence across marketplaces and quick commerce with a physical retail experience. While digital channels provide convenience and access to a broader assortment, the Reliance Smart format enables consumers to discover, compare and purchase celebration products in person and take them home immediately.

The initial format will feature approximately 200 curated SKUs across key celebration and gifting categories, including birthday décor, baby shower products, traditional décor, bachelor and bachelorette party products, return gifts, festive décor, gifting accessories, greeting cards, party accessories and other celebration essentials.

The format is designed to cater to both planned celebrations and spontaneous or last-minute requirements. From birthdays and family gatherings to festive occasions, school events, office celebrations and gifting needs, consumers can access a curated range of products within a trusted neighbourhood retail environment.

The Rajajinagar format will also help Party Propz understand offline consumer behaviour, assortment preferences and purchase patterns. Learnings from the initial format will be used to evaluate the scalability of the model and inform the brand’s broader offline expansion strategy.

Commenting on the launch, Ananth Narayanan, Founder and CEO, BRND.ME, said: “Party Propz has grown by solving a very clear consumer need, making celebrations easier, more curated and more accessible. As the brand has scaled across digital channels and quick commerce, taking the experience into physical retail is a natural next step. Our partnership with Reliance Smart allows us to bring Party Propz closer to consumers and create a dedicated destination where they can discover and shop for celebration essentials. We see this format as an important step in building Party Propz as a stronger omnichannel celebration brand.”

To mark the launch, Party Propz is evaluating a series of in-store engagement initiatives, which may include introductory offers, celebration combo packs, weekend family activities, themed displays and seasonal installations, subject to final store and partner approvals.