Good Glamm to take four beauty brands to international stores in new strategy
Good Glamm group plans to take four of its recently acquired beauty brands to international brick-and-mortar markets, beginning with the Middle East. The retail and media business plans to expand brands Sirona, The Moms Co, St Botanica, and Organic Harvest.
By expanding its direct-to-customer e-commerce brands into the international brick-and-mortar market, Good Glamm looks to compete with other fast moving consumer goods businesses, ET Retail reported. The business will begin retailing Sirona and The Moms Co in multi-brand stores Carrefour and Lulu Mall in October. Good Glamm will then roll out St Botanica and Organic Harvest in the stores.
Good Glamm also plans to retail its products in BabyShop in Dubai, Saudi Arabia, and Qatar. “These international markets are very big in offline physical retail for beauty and personal care, with offline sales at over 90%,” said Good Glamm’s founder Darpan Sanghvi, the Economic Times reported. That’s the market we want to crack, for which we have set up a distribution base and sales teams in the Middle East.”
Good Glamm group is eyeing an initial public offering in mid-2024. The business also includes the MyGlamm cosmetics brand and expects to turn a profit in the 2023 financial year.
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