India will become one of the biggest markets for Pixi in future: Petra Strand
London-based beauty brand Pixi is betting big on the Indian market for growth and expects it to be one of the biggest markets for the brands in the coming years.
After gaining popularity the world over for its beauty products, Pixi entered the Indian market early this month with its long term retail partner Sephora and is currently witnessing strong sales for its products across India.
The brand is banking on its loyal customer base to drive sales in the Indian market as it focuses on creating awareness about their products to cater to a wider audience in the country for long-term growth.
Petra Strand, founder of Pixi, talks to FashionNetwork.com about its Indian entry, growth potential and future plans.
FashionNetwork.com: Many international beauty brands are entering the Indian market as they see huge potential for growth. What is your take on the beauty market here and what are the growth opportunities for brands like Pixi?
Petra Strand: Pixi has had a desire to enter into the Indian beauty market for many years - as we believe our natural, affordable products would fit very well into the Indian market. Over the past five years, we noted an increasing number of Indian consumers ordering from our website, which further spurred our expansion into India.
FNW: What is the expansion plan for Pixi in India going forward? Currently the brand is available exclusively at Sephora outlets. Is it an exclusive partnership?
PS: Our first stop into the Indian market is together with our long term retail partner, Sephora.
FNW: What is the online plan for the brand considering the fact that it is already a booming market in India with a host of international brands selling online only?
PS: Pixi has had the pleasure of serving the Indian market for many years from our global web-shop and via our global e-commerce partners. As we get to know the Indian customer, we will cater to her needs.
FNW: What target have you set for the Indian market in the first few years and currently which international market contributes the most to your sales, top three of you can name them and where do you see India in terms of sales in the coming years?
PS: We had amazing warm welcome and great sales from our successful launch in August. Pixi has been around for 20 years and we take a long term view on all the markets we enter into - we are here for the long term and like to build our brand loyalty by educating the customers about our products.
Apart from our two home markets; UK and US, we see that the Asian markets where we have been present for the past couple of years are moving rapidly into our top five markets. We are more than confident that India will become one of our biggest and most important markets in the very near future.
FNW: Do you have any plans to create specialised products for the Indian market?
PS: We have had loyal gorgeous Indian woman and girls as loyal customers of Pixi for many years. I moved to Asia almost two years ago, as I see Asia and India as the big opportunity for Pixi and I already knew that we have product formulas that are perfect for both the climate and the skin tones here. I’m so excited to also hear the feedback and get to know more about what is missing for our Indian lovelies. Like makeup bags and skincare routines, and of course try and fill that gap for them.
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