Assembly launches first brick-and-mortar store in Delhi

New Delhi-based luggage label Assembly has launched its first offline store in Lajpat Nagar, marking its official foray into brick-and-mortar retail. The move represents a key milestone for the digital-first brand as it looks to expand its presence through a more tactile and personalised shopping experience.

“The doors are now open,” announced Assembly on Facebook, sharing images of the new store. “Step into Assembly’s first travel store in Lajpat Nagar, New Delhi, and discover thoughtfully designed travel companions for journeys ahead so you can breeze through it all.”

The store offers a dedicated space for customers to explore Assembly’s travel gear, ranging from backpacks and trolley bags to hard-shell suitcases, with an emphasis on functionality, durability, and design. The opening aligns with rising demand for travel accessories that are both performance-driven and design-led.

“Excited to announce the opening of Assembly’s first store at Lajpat Nagar, New Delhi,” announced Assembly’s co-founder and CEO Mohit Garg, Indian Retailer Bureau reported. “The blueprint of this store has been in the mind and process for years, and this time around, it felt right to bring it to life and to our travellers. Over the past few months, we have been working behind the scenes to bring this vision into an experience, and now our doors are finally open.”

Founded in 2019 by Aditya Khanna and Mohit Garg, Assembly recently raised $2.1 million in funding led by Prath Ventures. The investment has supported the brand’s expansion goals, including strengthening its offline footprint and broadening its product range.