The Man Company to strengthen offline presence with 70 new stores

By

Maverick Martins

Published
Dec 23, 2021

Male grooming products start-up The Man Company is planning to strengthen its offline presence to fuel its growth in the Indian market.
 

The brand plans to launch around 60-70 more stores by the end of the current financial year. It will focus on tier 2, 3 cities and beyond for its offline expansion.
 
“A lot of growth will come from the offline channel for the next one year at least, especially in tier 2 and 3 cities where launching exclusive stores is a good way to introduce the brand to the consumer as shopping malls are weekend destinations there,” co-founder Hitesh Dhingra told Moneycontrol.

“Out of our 28 exclusive brand outlets, only five to six are in top 10 cities and the rest in tier 2 and smaller towns. For the new store openings also, we are going to adopt a similar strategy and only 10 percent of the new outlets will be in large cities,” added Dhingra.
 
The Man Company is backed by FMCG major Emami, which owns a 49 percent stake in Helios Lifestyle Pvt Ltd, owner of The Man Company. Emami funded The Man Company in 2019 and the investment has helped the brand  to fuel its offline expansion.

The Man Company currently has 28 exclusive-brand outlets and is present in over 1,200 multi-brand outlets which include lifestyle stores such as Shoppers Stop, Central and Lifestyle, among others.
 
The brand also has a strong online presence selling through its website and e-commerce platforms which generate around 70 percent of its overall sales.