Pernia Qureshi’s fashion journey commenced with the intention of simplifying the discovery and purchase of designer attire in India. In 2012, she founded Pernia’s Pop-Up Shop, originally featuring a modest selection of just 10 to 12 designers. Over a span of more than ten years, the enterprise has evolved into a prominent multi-brand luxury fashion platform, showcasing 1,109 active designer labels and establishing 14 Experience Centres.

The brand’s evolution has allowed it to cater not only to customers within India but also to international markets. Qureshi’s entrance into the world of fashion entrepreneurship was influenced by her previous experience as a stylist and costume designer for the 2010 film Aisha. This experience offered her insights into the talent present in India’s fashion sector.

Recognising a significant gap in the market for a luxury online multi-designer boutique, Qureshi aimed to establish a platform that would unify various Indian designers. In her words, her ambition was to build something that was “good, sustainable and useful.”

Expansion Of Designer Brands And Retail Footprint

Under the umbrella of Purple Style Labs, which was established in August 2015, Pernia’s Pop-Up Shop embraced an omnichannel approach that integrates online shopping with physical retail. The company’s strategy included developing a network of Experience Centres that provide customers the option of shopping for designer fashion either online or at retail locations. By March 31, 2026, Pernia’s Pop-Up Shop had launched 14 Experience Centres globally, with 12 situated in India, alongside venues in London and New York.

The product range has significantly widened, now encompassing womenswear, menswear, jewellery, accessories, and children’s attire, particularly focusing on wedding and occasion clothing. The business has also seen an exponential increase in designer collaborations, boasting 1,109 active brands on its platform, including names such as Seema Gujral, Anushree Reddy, Amit Aggarwal, and Rohit Gandhi & Rahul Khanna.

As a result, the company serves customers not just in India but also in markets including the United States, the United Kingdom, the Middle East, and Australia. This model brings together numerous designer brands under one umbrella, facilitating access to Indian luxury fashion for consumers while assisting designers in reaching a larger customer base without the need for extensive distribution networks.

Upcoming IPO And Future Prospects

The next phase of the company’s journey involves entering the stock market with plans for an initial public offering (IPO). According to the Red Herring Prospectus, the Purple Style Labs IPO is projected to be a Rs 680-crore book-built issue featuring up to 1.18 crore equity shares. The offering is set to commence on public subscription from August 31, 2026, and will conclude on September 2, 2026, with share allocations to be determined by September 3 and anticipated listings on both the BSE and NSE on September 7.

Funds raised from the IPO will be utilised for supporting ongoing operations and expansion plans. The disclosure indicates that a considerable portion of the capital will be allocated to lease liabilities, while additional resources will assist in sales, marketing, and general corporate efforts. The company aims to strengthen its position in luxury markets, enhance customer engagement, and refine its brand offerings.

However, the IPO also presents challenges. Noted financial analyst Religare Broking has pointed out the company’s inconsistent financial results, negative profitability, and pressure stemming from rising cash conversion cycles. While acknowledging the potential for growth in the luxury fashion sector, the firm highlighted operational concerns that could create uncertainties around the company’s immediate performance and earnings outlook. This significant transition reflects a notable moment for a venture that began with a handful of designers.

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