Trent Ltd is closing down its Utsa affordable ethnicwear stores after finding the business unviable, according to livemint.com. The brand, which once operated over 20 stores, has already reduced its footprint to four locations, with another store scheduled to close soon. Utsa offered ethnicwear such as kurtas and salwar suits priced between ₹1,000 and ₹3,000.
Utsa began as a sub-brand within Trent's Westside ethnicwear portfolio, targeting the affordable segment with a range of kurtas, kurta sets, and dresses. Despite initial expansion, the brand struggled to maintain profitability, prompting the company to gradually shutter stores over the past two years. The decision to wind down the stores follows internal assessments of the brand's financial performance and market response.
The closure of Utsa stores reflects challenges in the affordable ethnicwear segment, where competition is intense and consumer preferences are evolving. Trent’s move aligns with broader industry trends where companies reassess underperforming sub-brands to focus on core, profitable lines. Comparable apparel retailers have also restructured portfolios to optimize store presence and reduce operational costs amid shifting market dynamics.
As of August 2026, Trent operates only four Utsa stores, down from its peak of over 20. The company has not announced plans to revive the brand, signaling a strategic exit from this segment of affordable ethnicwear, according to livemint.com.