Beauty and personal care brand Mamaearth has opened 35 Exclusive Brand Outlets across 15 cities in India. The company, which debuted with Exclusive Brand Outlets (EBOs) in Q32021, claimed that the format had shown consistent growth since its launch, both in scale and revenue.
According to a statement released by the company, the brand is expanding its offline footprint with EBOs across a mix of mall stores and high-street outlets in India. The brand has a revenue of Rs 1,000 crore, with digital contributing most of the revenue.
Commenting on the campaign, Varun Alagh, Co-founder and CEO, said, “Every brand needs to be selling at places where their consumers shop; that’s why we ventured into exclusive brand stores… our exclusive brand outlets are an extension of our omnichannel strategy. EBOs allow us to create a strong visual connection with the consumers and help us bring the brand promise and experience in the physical world.”
Mamaearth has also appointed Ankur Chaudhary to lead the Exclusive Brand Outlet channel. According to the company, he will be able to provide the necessary direction to continue to grow the EBO footprints because of his experience opening and managing more than 250 stores across brands.
Varun said EBO formats present a medium to engage with consumers beyond the products. “In fact, we are hyper customizing this channel, using data from our D2C to create a product assortment conducive to the market, city basis the consumer demands and consumption pattern.”
The brand is determined to use this channel to enhance consumer interaction in offline retail settings and to build deeper brand experiences for consumers. The outlets will help the development of strategic categories like colour cosmetics, which demand a more customized service and experience to facilitate purchase conversion, in addition to being great experience centres.