Digital-First Brand Mamaearth, Launches 35 Exclusive Brand Outlets in Less Than 12 Months
The brand has entered 15 cities with the EBO stores in less than a year
Mamaearth, the fastest growing beauty and personal Care brand from Honasa Consumer Limited, has launched 35 Exclusive Brand Outlets across 15 cities of India. The brand ventured into Exclusive Brand outlets as an experiment in Q3 of 2021 and since the launch, the format has displayed steady growth, both in terms of scale and revenue.
Being a digital-first brand, Mamaearth ventured into the beauty and personal care sector with an aim to service a core customer need for safe-to-use, natural based products and focuses on developing toxin-free beauty products made with natural ingredients. While the brand launched with babycare, the brand expanded into personal care with facecare, skincare and bodycare for adults too. The brand recently ventured into color cosmetics with a differentiated proposition of Color cosmetics with Care using natural ingredients and Made Safe Certification to provide glam with care.
After building Mamaearth as brand name and taking it to the revenue of 1000 Cr. with digital contributing to majority of the revenue; the brand is now expanding offline footprints with Exclusive Brand Outlets across a mix of mall stores and high-street outlets in India. With the intent to leverage this channel to curate richer brand experiences for consumers and deepen engagement with them in the offline retail environment. Along with being a great experience center, the EBO channel will support develop strategic categories such as color cosmetics that require a more personalized service and experience to facilitate purchase conversion.
Mamaearth has appointed Mr. Ankur Chaudhary to lead the Exclusive Brand Outlet channel. Ankur comes with a decade of core retail experience. Having worked with legacy retail brands in EBO and large format stores, Ankur has rich and in-depth knowledge of retail strategy and operations. With experience of launching and managing over 250+ stores across brands, he will be able to provide the necessary guidance to continuously expand the EBO footprints.
Commenting on the campaign, Varun Alagh, Co-founder and CEO, Honasa Consumer Limited, said, “Every brand needs to be selling at places where their consumers shop; that’s why we ventured into Exclusive Brand Stores. While we were already present across multiple points of sale offline through general trade and modern trade outlets, 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. We launched over 200+ SKUs just this year across baby, face, skin, body care and color cosmetics, and EBO formats present as 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.”
Mamaearth is a purpose driven brand for millennials who believe in choosing goodness for themselves and the environment. The brand continues to live up to its commitment of developing toxin-free beauty products made with natural ingredients. They are animal cruelty-free, plastic positive, and have launched the Plant Goodness promise, as well. As part of this, the brand links every order made on their website to a tree they plant.
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