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Published
Sep 15, 2022
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Sugar Cosmetics bullish on offline expansion

Published
Sep 15, 2022

Direct-to-consumer (D2C) beauty brand Sugar Cosmetics is planning to expand its offline presence across the country by opening exclusive brand outlets and strengthening its retail network across the country.


Sugar Cosmetics bullish on offline expansion - Sugar Cosmetics


The brand will focus on tier 2, 3 cities for its next phase of expansion and expects to achieve Rs 500 crore ($63 million) in net revenue this year on the back of its retail expansion.

With its expansion drive, Sugar Cosmetics aims to reach the millennials and Gen Z in the smallest cities of the country to fuel its growth and increase its market share.

“We are sharply focusing on offline distribution expansion in line with our omni-channel strategy. Our products are currently available in over 40,000-45,000 retail outlets and we plan to ramp this up to 1,00,000 outlets by FY 24,” Vineeta Singh, co-founder CEO of Sugar Cosmetics told Businessline.

“We are looking at the smallest cities to set up our own stores. We are looking at opening our own stores in the tier-2 and tier-3 markets to introduce our brand to new consumers especially in regions where we do not have a presence through modern trade stores and there may not be as much e-commerce penetration,” she added.

Sugar Cosmetics was launched in 2015 as a D2C online beauty brand and it stepped into brick-and-mortar retail in 2017. The business has been bullish on funding this year and recently secured $50 million in a Series D funding round led by consumer-focused private equity business L Catterton.

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