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