Emmbros Overseas plans offline expansion, retail outlets for St. Botanica

By

Isabelle Crossley

Published
Mar 11, 2021

Beauty business Emmbros Overseas plans to reach more customers by expanding its retail presence offline with a focus on its natural beauty brand St. Botanica.

Emmbros plans to expand its five brands -- St. Botanica, Oriental Botanics, Man Arden, Mom & World, and Muscle XP -- offline across all Indian states in both metro and non-metro locations this year. 
 
“We took Covid-19 as an opportunity to enter into offline retail,” Emmbros Overseas’ founder Sahil Mehta told ET Retail. “International brands were moving out of offline retail and there were a lot of empty spaces for retailers. We did a couple of tie-ups with big retailers like Health & Glow and Shoppers Stop and are already available in around 200 stores as of now.”

Following its pan-India e-commerce penetration, Emmbros Overseas will open retail outlets dedicated to beauty brand St. Botanica, which is its best-selling brand, according to Mehta. The brand aims to tap into the growing demand for chemical-free beauty, especially among young consumers. 
 
Emmbros Overseas launched its first brand St. Botanica in 2016 and is self-funded. The business has reported year-on-year growth of 70% to 100% since its inception, ET Retail reported. The business expects to bring in a gross revenue of Rs 100 crore ($15 million) by the end of the current financial year. It also aims to make St. Botanica a Rs 100 crore-brand by itself by the end of March, 2022.