Enrich launches new multi-brand beauty store in Mumbai

By

Isabelle Crossley

Published
Mar 11, 2022

Multi-brand beauty retailer Enrich has opened a new store in Mumbai’s Infinity Mall, mixing the business’ beauty services with products from a wide array of Indian and international brands and interactive features. 

“So, we combined beauty retail with beauty services,” Enrich’s CEO, Vivek Bali, told India Retailing. “And this Infinity Mall, Malad [Mumbai] store is the largest obviously in Bombay, at 5000 square feet and probably the largest in India. Also, it comprises both beauty, retail and beauty services. In beauty retail, we have a collection of about 80 brands, and they go from luxury to premium to you know, and mass storage.”
 
The new store features a number of interactive features including a lipstick bar where shoppers can mix their own custom lipstick shade. Personalised skincare consultations and makeovers are also available in-store. 

The brand is also beginning to pursue an omni-channel approach. 

“Our e-commerce strategy is in sync with our stores,” said Bali. “So what we offer in our stores will also be available online. And our website is under development right now. And although we have our app, which is functional, and a lot of brands which are in the store are already online, with us and customers can shop through the application. The idea is that, in probably a month’s time, the website will also go live fully.”