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Nykaa to open store in Raipur, to increase offline expansion in Tier 2 cities

Published
today Nov 12, 2019
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Nykaa is set to open its 55th brick-and-mortar store in Raipur, Chattisgarh, and the brand plans to expand into more Tier 2 locations driven by increased sales from non-metro markets.


Nykaa has seen Tier 2 sales rise and aims to expand into more rural locations with store openings - Nykaa- Facebook


For its next round of offline expansion, Nykaa plans to tap into the growing beauty market in Tier 2 towns, Nykaa Retail’s chief executive Anchit Nayar told ET Bureau. As part of this, the brand will soon open a store in the Tier 2 city Raipur. 

“Cities like Bhubaneshwar are one of our biggest markets now,” Anchit Nayar, whose position has him in charge of Nykaa’s offline stores, told ET Bureau. “A few products, like foundation, can only be purchased by looking at them in person. This [brick-and-mortar stores] helps in product and brand discovery.”

Nayar explained that offline stores allow shoppers to test out products which they can later repurchase online for convenience. Nykaa has four sales channels namely its e-commerce store, kiosks in malls, and Nykaa Luxe and Nykaa On Trend brick-and-mortar stores. 

In June, the brand announced that it aims to open around 180 brick-and-mortar stores in India over the coming five years. The brand also announced that it had reached breakeven and would therefore be able to fund its expansion plans itself.

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