Beauty brand Plum to launch 50 offline stores by 2023

Plum, the direct-to-consumer vegan beauty and personal care brand has announced the opening of its first-ever exclusive store at R-City Mall in Mumbai, with the goal of catering to a diverse customer base through online and offline retail touchpoints.

The company has a 3 million-strong customer base and serves 3 lakh customers and reaches over 225 towns and cities in India, through 750+ multi brand stores, and over 10,000 general trade stores, growing on a monthly basis. The company has an annualized run rate of Rs. 200 crores.

The opening of exclusive stores is a strategy to develop 'phygital' channels to serve Plum’s customers and build a truly omnichannel approach to deliver customer delight and impel growth.

The company will be initially opening about 18-20 stores in the metro locations and then move to tier II and beyond locations. The average size of the stores will be about 350-400 square feet.

Shankar Prasad, CEO and founder of Plum said, “With the opening of our first exclusive store in India, we are looking to bring back the richness of human face-to-face interactions, thereby, adding to the joy of consuming the product. We have charted out a roadmap for the next two years wherein we will be opening over 50 stores across the country.”