Plum has announced the opening of its first store in New Delhi, making it the 18th exclusive business outlet of the D2C brand. With the first-ever store launch in the capital city, the brand is aggressively expanding its overall pan-India retail presence.
The brand currently has its exclusive outlets in cities like Mumbai, Bengaluru, Lucknow, Kolkata, Udaipur, Chandigarh, and Trivandrum and plans to further expand presence in tier ll cities such as Surat, Kanpur, Kochi, Faridabad, etc. in the coming year.
The opening of exclusive stores reflects the company's strategy to develop “phygital” channels to serve its customers and build a truly omnichannel approach to deliver customer delight and propel growth. With Plum’s series C funding coming in 2022, the brand’s efforts have been towards bringing in more salient communication, growing its omnichannel presence, and onboarding high-quality talent with a focus on investments in marketing and technology.
Last year, the brand had successfully forayed into the color cosmetics category. Further, with a host of launches underway across skincare, haircare, body care, and makeup categories, the brand is also looking at increasing its overall marketing spends in both the online and offline space.
Shankar Prasad, CEO, and Founder, Plum said, “We are thrilled with the encouraging response we have received from our exclusive brand outlets since our foray into offline space. The last two to three years have been phenomenal for us as a brand, as we witness Indian consumers taking to our philosophy of “be good”. As we continue to expand our category of products as well as our geographical footprint, we have charted out a roadmap for the next two years wherein we will be opening over a 100 stores across the country.”