NEW DELHI: SINGER, the world-renowned sewing machine brand with a 170-year legacy, is opening its first experiential retail center in India at Nehru Place, South Delhi. This flagship store represents a significant shift in SINGER India's retail strategy, transforming traditional stores into interactive hubs. This new approach will be rolled out across SINGER’s 21 retail stores in India over the coming months, blending retail and customer experience.

Inspired by the growing DIY craft movement and modern creative hubs, the new retail concept features a minimalist design, highlighting vibrant fabrics and innovative sewing machines. The store’s layout, reminiscent of a modern country cottage, focuses on functionality and flexibility, allowing the space to host product displays, workshops, and demonstrations.

The new store will offer customers hands-on experiences with SINGER's latest high-tech sewing machines, along with workshops led by industry experts. Customers can also enroll in sewing and crafting courses to nurture creativity, making the store an ideal space for experienced sewists and beginners.

Rakesh Khanna, Vice Chairman and MD of SINGER India said, “This flagship store marks a major milestone for SINGER India. India’s rich heritage in textiles and craftsmanship, combined with the growing interest in DIY fashion, presents an exciting opportunity. We aim to make sewing a fun and accessible craft for younger generations while preserving the skills cherished by their mothers and grandmothers.”

Amit Krishn Gulati, Director of Incubis, SINGER’s design partner said, “We have been associated with SINGER India for close to three decades, and this was a fabulous opportunity to imagine a differentiated customer experience for this iconic brand. The new store will resonate with young trendsetters who want to create and customize what they wear, while also connecting with the nostalgic stories associated with SINGER sewing machines.”

A key feature of the new store is the "History Wall," which showcases SINGER’s rich history, including its role in creating spacesuits for the Apollo mission. This visual display will offer visitors insight into the brand's long-standing contributions to fashion, craftsmanship, and technological advancements.

The new experiential retail center is scheduled to open in November, offering an engaging space where craft enthusiasts, designers, and fashion lovers can explore modern sewing technology and creativity in a hands-on environment.