SuperBottoms to expand offline with kiosks and general trade

By

Isabelle Crossley

Published
Dec 13, 2022

SuperBottoms plans to expand offline by focusing on two distinct retail channels: exclusive brand kiosks and general trade. The baby care, intimate wear, and clothing brand will also continue to expand its product offering, tailored to the Indian market. 

The brand aims to harness the customer interaction branded kiosks enable to create links with its shopper base while reaching new customers through multi-brand retail, SuperBottoms’ founder and CEO Pallavi Utagi told India Retailing Bureau. Having a recognisable presence in malls across India will also drive traffic to its dedicated e-commerce store. 
 
SuperBottoms recently opened its first branded kiosk in Mumbai’s Rcity Mall in Ghatkopar, marking its entry into the offline retail market, the brand announced on Facebook. The brand plans to open six additional kiosks across India by the end of the 2023 financial year in March, it announced in a press release. 

“We feel the offline channels will complement our online channels becoming a key to penetrating deeper into the country,”said Utagi. “Currently, the Indian market, especially in langots and underwear segment, is highly unorganised. We hope to organise the market by giving parents what I never had as a new mom that is a trustworthy, comfortable, and safe brand that they can use for their baby, worry-free.”
 
The brand tailors its baby products to the Indian market in terms of both size and aesthetic. According to SuperBottoms, Indian parents prefer brighter coloured products for their babies compared to the US market, for example. By tailoring its products to the local market, the brand aims to quickly penetrate the growing baby care market. 
 
As well as expanding its retail footprint, the brand is continuing to widen its product offering. In November, the brand launched its first line of women’s intimate wear and it plans to continue to expand into this product category.