Singer to launch first Indian experiential store in New Delhi

 

Global sewing machine brand Singer will launch its first experiential store in India at South Delhi’s Nehru Place. Following the opening, Singer plans to revamp its 21 India stores to turn them into experience centres.

“This flagship store marks a major milestone for Singer India,” said Singer India’s managing director and vice chairman Rakesh Khanna, Indian Retailer Bureau reported. “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.”

Singer has a 170 year history and specialises in sewing equipment for the home. The business’ new retail concept features a minimalist aesthetic to put its vibrant fabrics and sewing machines front and centre. The New Delhi store will house interactive workshops and events to drive footfall and create community as well as a ‘history wall’ to share the brand’s journey.

“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,” said Singer’s design partner Incubis’ director Amit Krishn Gulati. “The new store will resonate with young trendsetters who want to create and customise what they wear, while also connecting with the nostalgic stories associated with Singer sewing machines.”

 

 

The new retail concept, inspired by modern creative hubs and the growing DIY craft movement, blends functionality with style. Designed to resemble a modern country cottage, the store’s minimalist aesthetic—featuring monochromatic tones and clean lines—highlights the vibrant fabrics and threads that accompany SINGER’s innovative machines. The modular design ensures the space can easily adapt for product displays, training sessions, and demonstrations.

Interactive Experiences for Craft Enthusiasts

Customers will have the opportunity to work on SINGER’s latest high-tech sewing machines, participate in hands-on workshops, and learn valuable tips from industry experts. The store will also offer courses in sewing and crafting, encouraging creativity and innovation among both seasoned sewists and newcomers.

Bringing SINGER’s Legacy to Life

A highlight of the new store is the History Wall, a visual celebration of SINGER’s remarkable journey, including its contribution to the Apollo mission’s spacesuits. Through images and stories, visitors will discover the brand’s long-standing impact on fashion, craftsmanship, and technological innovation.

Scheduled to open this November, the flagship store aims to create an upscale, engaging environment where craft lovers, designers, and fashion enthusiasts can explore the future of sewing in a modern, interactive setting.