Extra Butter Enters the Heart of Bollywood
have opened their first store outside of the US, choosing the heart of Bollywood for the honour. Mumbai, India, is where the new store resides, with plans to also open stores in Delhi and Bangalore over the next two years. Extra Butter was born in 2007 with the ambition to combine film, fashion and culture. It has since grown into a premium New York boutique that has an international presence due to its private label apparel, accessory lines and unique activations.
India was chosen as the first international flagship store for its relationship with cinema and most likely for its massive population. CEO and co-founder Ankur Amin stated that, ‘India is an important market. It's an up-and-coming nation and there's a great opportunity to be able to break ground in a vast market that’s relatively new to street and sneaker culture.’ But there was also a personal reason for the choice: ‘I am Indian-born, so it means a lot to me, personally, to bring products and stories that I love back to my homeland.’
The Mumbai store opened over the weekend with a launch party held on Saturday 9. The space was designed by acclaimed interior designer Sarah Sham, who melded the New York vibe with Eastern flavours by using Indian materials and purposeful lighting. The film theme is of course ever present throughout the decor, with the signature faux movie seats and film reels hanging from the ceiling.
The Mumbai store is located in Utopia City, Madhusudhan Road, Pandurang Budhkar Marg, Lower Parel, Mumbai – 400013, but Extra Butter also launched an to deliver the goods to the whole of India.