Superdry enters personal care, fragrance market in India

By

Maverick Martins

Published
Jul 29, 2019

Superdry has entered the personal care and fragrance segment in India with the launch of its premium fine fragrance line in the country.
 

The brand expects to gain a 5 percent share of the fragrance market in India with the launch of its fragrance line and expects it to contribute 10 percent to the company’s overall revenues from India.
 
The fragrance line comprises of scents for both men and women, including the classic signature line and, the high-impact sport fragrance. The collection is priced between Rs 399 ($6) to Rs 3599 and the gift sets are priced between Rs 999 to Rs 4999.

Commenting on the expansion of product portfolio, Manu Sharma, business head at Superdry in a statement said, “After our launch of Superdry Sport stores in India in Feb 2019, it was always our strategy to continue to introduce new categories as part of our expansion plan in India.”
 
“We see a huge potential in this market which is projected to grow at 50% to Rs 3,000 crore in the next five years. We will be available in 1000 shopping doors and should have 5% of the market share in the next three years. We expect the fragrance and toiletries business to become 10% of the Superdry India revenues,” he added.
 
Initially, the new range of fragrances will be sold at only selected Superdry flagship stores and will shortly be available at major department stores and specialist beauty retailers pan-India.