What started as a scrappy online streetwear brand fueled by pop-culture references and an irreverent attitude has now found a permanent home, in malls, on streets, and in the hearts of India’s young shoppers.
Last week, Bonkers Corner, founded by Shubham Gupta, opened its 14th store at Sky City Mall, Borivali, marking a significant milestone in its transition from an Instagram-powered, online-first label to a national brick-and-mortar presence.
And this isn’t just another retail outlet. The Borivali store is Bonkers Corner’s first-ever Concept Store, designed as an immersive experience space that goes beyond racks and hangers, signaling what Gupta calls “building for experience, not just shopping.”
A Wild Ride from Digital to Physical
Gupta’s post announcing the launch captures the sentiment perfectly:
“From an idea on paper to now being a brand that lives in malls, streets, closets, and conversations, it’s been a wild ride.”
Bonkers Corner, known for its pop-culture-inspired designs, quirky drops, and youth-centric energy, began purely as an online brand. Its aesthetic quickly resonated with India’s growing streetwear community, building a loyal following who identified with its bold identity and authentic tone.
But sustaining that growth meant venturing beyond the screen. Moving into offline retail was neither easy nor accidental, it was the result of deliberate decisions and lessons learned along the way.
Lessons From the Leap
In a candid reflection, Gupta shared four key insights from their journey of opening 14 stores across 8 cities:
Understanding Market Nuances: Every city and often, every neighborhood comes with its own character. A store in Pune behaves differently from one in Bengaluru or Borivali. The team had to immerse themselves in local consumer behaviors and preferences to strike the right balance without diluting the brand’s core vibe.
Maintaining Brand Integrity: Scaling often risks fragmenting a brand’s identity. Gupta notes how every store was designed to reflect the same Bonkers Corner energy that first drew its customers online, so shoppers feel at home, no matter where they walk in.
Tackling Intense Competition: The streetwear and fashion space is crowded, with global players, homegrown labels, and fast fashion vying for attention. Bonkers Corner carved its space by focusing on originality, from sourcing to design and staying agile to shifting trends.
Sustainable Growth Over Speed: Instead of a reckless land grab, Gupta emphasized that their expansion was paced and strategic, aligning with their long-term mission rather than chasing numbers.
“Success in retail isn’t overnight,” he wrote. “It’s a blend of resilience, adaptability, and staying grounded in your mission.”
A Community-First Approach
Beyond stores and sales, Bonkers Corner’s journey underscores something deeper, the power of building an authentic community.
Gupta was quick to thank “the entire Bonkers team, our partners, collaborators, and most of all, our community” for supporting their growth. The brand’s expansion has been as much about meeting demand as it has been about fostering connections with people who identify with its ethos.
What’s Next?
With 14 stores and counting, the question naturally arises: what comes next for Bonkers Corner?
If the Borivali Concept Store is any indication, the brand is poised to continue blurring the line between retail and experience, making shopping feel less transactional and more cultural.
As Gupta puts it, the ride so far has been “crazy”, but also a reminder of what’s possible when a homegrown brand dares to stay authentic, listen to its customers, and take calculated risks.
“Borivali, we’ve arrived. Let’s get Bonkers.” And if history is any guide, they’re just getting started.
