“Think of a social platform like Instagram in a physical world,” said Biyani adding that shopping will be incidental.
Vivek Biyani, alongside actor and entrepreneur Rana Daggubati, has introduced Broadway, a novel content-to-commerce physical retail concept. Broadway aims to bridge the gap between online and offline retail by offering an immersive shopping experience. This venture is designed to host a variety of digital-first direct-to-consumer (D2C) brands in a physical setting, providing consumers with an experiential retail environment where they can interact with brands through events, workshops, and various content-driven engagements.
The first Broadway store was launched in Delhi's Ambience Mall in September 2024, followed by plans for more stores in Hyderabad and Mumbai. These stores range from 25,000 to 45,000 square feet, housing over 100 new-age brands across categories such as fashion, beauty, personal care, health, wellness, and food. The concept is backed by venture-building company Think9 and involves partnerships with notable figures like Anuj Kejriwal of Anarock and Apurva Salarpuria of Salarpuria Group.
Broadway's unique selling proposition is its focus on creating a 'theatre for brands,' where the shopping experience is enriched by live events, content studios, and spaces for product personalization, all tailored to appeal to younger consumers used to engaging with brands through social media. This approach aims to create a seamless, engaging consumer journey that mirrors the interactive nature of online platforms in a physical space.
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