Magnificence model Plum so as to add 50 offline shops over two years

NEW DELHI : Native beauty and personal care brand Plum plans to open 50 stores in the country by 2023 to expand its reach beyond its digital activities.

On Wednesday, the clean beauty brand, which is currently available through Amazon, Flipkart, Nykaa and Myntra, opened its first offline store in Mumbai, in addition to chain stores such as Health & Glow, Shoppers Stop, Lifestyle.

The opening of exclusive stores reflects the company’s strategy of developing an omni-channel approach. Plum has 3 million buyers in its customer base, it said in a statement. It serves nearly three lakh buyers a month.

“In today’s world, the average consumer has to go through multiple touchpoints of curiosity, awareness, consideration and experimentation when making a purchase. The online medium offers excellent opportunities at many of these points of contact, but it is not always complete. With these parameters in mind, we wanted to offer our customers an opportunity that would serve as an all-in-one experience across all of these touchpoints, “said Shankar Prasad, CEO and founder of Plum.

Plum began in 2014 and has since built sales in over 750 serviced retail stores and over 10,000 unsupervised retail stores in over 225 cities across the country.

The pandemic helped brands with an online first presence grow significantly. However, in a huge market like India, the popularity of offline retailing is hard to underestimate.

Plum sells skin care, hair care, body care and makeup products in over 150 stockholding units.

In September 2021, the brand added a new Chief Marketing Officer and a Chief Financial Officer to its team.

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