Swiss Beauty has unveiled plans to expand its retail footprint and extend its reach deeper into tier 2 and smart cities in FY2024. The colour cosmetics Indian brand is set to double its exclusive brand outlets (EBOs) across 12 Indian cities by March 2024-25. Through its multi-fold expansion strategy, Swiss Beauty is committed to bringing its high-quality, premium and variety of beauty products closer to its customers.
With around 25,500 retail touchpoints in 550-plus cities across India, Swiss Beauty aims to capitalise on momentum by widening its offline retail presence. The brand plans to open an additional 147 beauty-assisted outlets across India and add 450-plus touch points in general trade in 2024-25. The beauty brand will be entering beauty-assisted stores across 11 new cities, including key markets such as Ahmedabad, Surat, Mumbai, Delhi, Chennai, Chandigarh, Punjab, Hyderabad, Lucknow, Kolkata and Bangalore.
“Indian beauty and personal care industry has immense headroom for growth as cosmetics evolve from basic hygiene products to lifestyle choices. Since 60% of our revenue comes from offline markets, we are geared up to go stronger on expanding our retail touchpoints in the next 12 months adding exciting new locations to an already present robust network of 25500-plus touchpoints and reaching it to 30000. Around 40% of our business comes from tier 2 and smart cities, and we intend to expand our presence in these regions,” Saahil Nayar, CEO, Swiss Beauty, said.
Swiss Beauty has broadened its makeup offerings, introducing new collections that include new lipsticks and diverse shades of palettes. Additionally, the brand has plans to launch exclusive kits designed for festive and wedding occasions, aiming to appeal to an even wider audience.