India’s leading casualwear brand and the official sports brand of the United States Polo Association (USPA), U.S. Polo Assn., continues to strengthen its retail presence in South India with the launch of its new Identity store in Himayatnagar, Hyderabad.
Spanning approximately 2,105sq ft, the store introduces the brand’s refreshed retail design language and an elevated in-store experience.
The launch was graced by actor Akhil Akkineni, who joined the celebrations to mark the opening of the new store. The event brought U.S. Polo Assn.’s new retail format into focus, highlighting its evolving approach to in-store experiences and its continued expansion in Hyderabad.
Located in Himayatnagar, the new store offers a curated selection across menswear, footwear and kidswear, featuring key stories from the brand’s Autumn-Winter 2026 collection, including Pacho, Varsity, Indigo, Corduroy, Denims and Shirts.
A key highlight of the new retail experience is the Shirt Bar, a distinctive concept introduced by U.S. Polo Assn. to bring its diverse shirt offerings together in one dedicated space. Designed with South India’s strong affinity for shirts in mind, the format offers consumers a more engaging way to explore the category while highlighting the versatility of shirts across occasions and personal styles.
Speaking on the launch, Amitabh Suri, Chief Executive Officer, U.S. Polo Assn. India, said: “Hyderabad is an important market for U.S. Polo Assn. and the opening of our new Identity store in Himayatnagar marks another step in strengthening our presence in the city. The response to the launch has been encouraging and we are pleased to bring our refreshed retail experience to consumers here. With the introduction of the Shirt Bar, developed keeping in mind the strong affinity for shirts in South India, we aim to make shopping more engaging while bringing our diverse product offering to the forefront. As we continue to expand our retail footprint, our focus remains on creating experiences that reflect the brand’s heritage while evolving with the needs of today’s consumers.”
