Nov 4, 2022
SuperBottoms enters offline retail market
Nov 4, 2022
SuperBottoms has opened its first brick-and-mortar offering as a kiosk in Mumbai’s Rcity Mall in Ghatkopar. The direct-to-customer brand’s new launch retails its range of eco-friendly baby-care products.
The new kiosk is designed to build brand visibility offline and showcase its range of baby underwear, the brand announced in a press release on November 3. Following the launch, SupperBottoms plans to open six additional kiosks across India by the end of the 2023 financial year in March.
“We're thrilled to foray into offline retail with the launch of our first kiosk, creating a holistic phygital experience for SuperBottoms consumers,” said SuperBottoms’ chief operating officer Vinod Khedekar in a press release. “For a purpose-led brand like SuperBottoms, venturing to the offline channel will boost awareness and help attain scale via reaching a larger audience on-ground beyond digital. With this we see SuperBottoms reach its next growth phase. With well-trained staff who will assist customers in facilitating convenient shopping, offline stores will ensure that our offerings align with our consumers’ needs and wants.”
Pallavi Utagi launched SuperBottoms in 2016 and the business has reported two times year-on-year growth for the past four years. The business recently raised $3 million in funding which it used to enable it to foray into offline retail.
“Having an offline presence allows parents to feel and touch the product and experience it for themselves before purchasing it,” said SuperBottoms’ founder and CEO Pallavi Utagi. “On the business front, India is still a highly offline-oriented market, and if we want to truly develop the category and get it to all the parents in India, going offline is a major lever.”
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