India’s ergonomic comfort and wellness brand brings its portfolio of everyday comfort solutions to West Delhi with a new experiential retail space.

New Delhi, September 9, 2026: Comfort is increasingly becoming a lifestyle consideration, extending beyond the home and into the way we work, travel, walk, sit and rest. Reflecting this shift, Frido, India’s ergonomic comfort and wellness brand, has opened a new experience store at Vegas Mall, Sector 14, Dwarka, New Delhi.

Located on Basement 1, the new store gives consumers in West Delhi an opportunity to move beyond online discovery and physically experience Frido’s range of comfort-focused products before making a purchase.

A Store Built Around Everyday Comfort

Frido’s portfolio spans several aspects of everyday movement and wellbeing, bringing together products designed around posture, sitting, sleep, travel and mobility.

Visitors to the new store can explore orthotics, ergonomic cushions, pillows, footwear, insoles, chairs, mattresses, socks and personal-care solutions, alongside the brand’s growing footwear range.

From walking shoes and casual footwear to comfort sandals and arch-support products, the collection is designed around a simple premise: comfort should be integrated into everyday life rather than treated as an occasional luxury.

The physical experience also allows shoppers to understand the design and functionality of products in a more tangible way—particularly relevant for categories such as ergonomic seating, footwear, cushions and sleep solutions where fit and feel can be highly personal.

Bringing Frido Closer to West Delhi

The new Dwarka location adds to Frido’s growing network of experience stores across India, with existing presence in cities including Pune, Hyderabad, Bengaluru, Mumbai and Delhi.

The brand currently serves over 20 lakh customers across India, reflecting the growing consumer interest in products designed around everyday comfort and ergonomic living.

For Vegas Mall, the arrival of Frido also expands its lifestyle and wellness offering, adding a category that sits at the intersection of retail, personal wellbeing and everyday utility.

A Changing Retail Landscape

Commenting on the launch, Mr. Ravinder Choudhary, Vice President, Vegas Mall, said:

“We are delighted to welcome Frido to Vegas Mall. The brand’s focus on comfort, wellness and innovative everyday solutions complements the evolving preferences of our consumers. The addition of Frido further strengthens our lifestyle and wellness retail mix and gives shoppers in Dwarka access to a differentiated brand experience under one roof. We look forward to creating more such retail opportunities that bring relevant and contemporary brands closer to our customers.”

The opening reflects a broader evolution in experiential retail, where consumers increasingly seek spaces that allow them to interact with products rather than simply browse them.

For a brand like Frido, whose proposition is rooted in how products feel and function in everyday life, the experience-store format offers a natural extension of its digital presence.

With its latest Dwarka opening, Frido is making that experience more accessible to West Delhi—one comfort-led product at a time.