Libas bets on Gen Z workwear with AI-led label Gerua

D2C fast fashion brand Libas has entered the workwear segment with the launch of Gerua, a new label targeting young professionals and first-time job entrants.

The move comes as Libas crosses a ₹1,000 crore annual run rate (ARR) and remains on track to deliver around 30 per cent year-on-year growth in FY2026, while staying EBITDA positive.

Gerua is positioned distinctly from Libas’s core fast-fashion play. Instead of high-frequency weekly launches, the brand will follow a drop-based model, with monthly capsule collections ranging between 80–200 SKUs. The initial launch will feature around 70–80 styles.

As an online-first brand, Gerua has no immediate plans for standalone stores and will scale based on data-led demand signals.

The catalogue spans button-down shirts, kurta sets, and structured suits, with kurtas starting at ₹499 and the overall range priced under ₹2,500. The brand is aimed at women aged 18–30, particularly those entering the workforce and seeking affordable, functional, yet stylish workwear.

The company is positioning Gerua to address a gap in the largely unorganised workwear segment, where younger consumers are increasingly shifting towards branded offerings.

Speaking to businessline, Sidhant Keshwani, Founder and CEO of Libas, said the brand is being built as an AI-first platform, with technology driving demand forecasting, design decisions, and campaign imagery.

“We wanted to create something that is young, modern, and accessible, built for a generation that is just starting its professional journey,” he said.

Separately, Libas continues to expand its offline footprint, having opened 28 stores in FY2026, up from 10 in the previous year, with plans to add over 50 stores in FY2027. Its Exclusive Brand Outlets (EBOs) have already contributed more than ₹100 crore in net sales. The company is also evaluating plans to go public over the next year, subject to market conditions.

Published on April 23, 2026