India’s homegrown lingerie brand PrettySecrets has opened its new franchise store at Mohan’s Plaza, Jubilee Hills, Hyderabad, Telangana. This is the brand’s 19th store in the country.
Originally an online brand, PrettySecrets (MTC Ecom Pvt. Ltd.) had decided to take offline route in early 2017 to supplement its online presence, starting with exclusive store openings in Mumbai. The brand’s offline retail footprint has only been growing since then. Out of the 19 stores currently, two are company-owned and the rest are franchised, spanning a total retail space of 10,500 sq. ft.
Spread across 500 sq. ft., the new store provides a burst of freshness with fresh and uplifting experience. It features beautified trial rooms, enticing visual merchandising and gorgeous window displays. The store design has been kept such that it represents a woman in the intimacy of her bedroom, aspirational and pampering yet comforting and personal.
Moreover, the store also has a delightful, educated and knowledgeable all-women staff that is adept in styling and right size fitting sessions for all customers. Anybody who visits the store is given a free fit session and a complimentary styling.
Speaking at the launch, PrettySecrets Founder and CEO Karan Behal said, “We want to reach out to fashion-forward customers from every ethnicity who loves to experiment. In Hyderabad, we have partnered with someone with local expertise who understands the industry and can add value to the business. We are happy to be present at Jubilee Hills, Hyderabad as we believe that the market will play a critical role in our overall growth story.”
He further said that the brand has received a phenomenal consumer response thus far and as the obvious next step they aim to make the brand more accessible across India.
Notably, PrettySecrets is looking to spread its wings by franchising 30 exclusive stores across India this year and an additional 100 by 2018 and 300 by 2019. Significantly, the current average store size is approximately 550 sq. ft., however, the brand’s future stores will range between 450 and 500 sq. ft.
Importantly, PrettySecrets is also leveraging the latest technology to stay ahead of the game. To keep a track of customers buying pattern, it offers PSAssist to the customers visiting the store. It is a technology solution meant to enhance the customer experience by giving the snapshot of the customer’s history, not just of purchase but of products liked, tried, reward points, suggestive selling suggestions to the customer for “you may like” basis the customer’s past experience.
The customers may also shop the entire online catalogue in store and get the product delivered to their doorsteps if they like.
Not just that, PrettySecrets.com also has a Progressive Web App (PWA), which can also be browsed offline, at 35,000 Ft. in airplane mode. The brand wants to optimise its omnichannel presence and offer the Indian consumers more than just a click-and-ship marketplace which has led to it launching an exclusive mobile app.
Founded in 211, PrettySecrets is today reckoned as the fastest growing lingerie brands in India. The brand’s portfolio consists of 1200+ products including lingerie, nightwear, activewear and swimwear, whilst its core target group is from 18-35 years of age.
In a span of five years, PrettySecrets has raised multiple rounds of private equity investment from well-known investors.