Over a dozen brands that started off as pure-play e-commerce businesses have an offline presence now, opening brick-and-mortar outlets in a bid to chase profitability and build trust among consumers.

Online players such as Clovia, Craftsvilla, PrettySecrets, Zivame, UrbanLadder, Nykaa, Myntra, Caratlane, Lenskart, Pepperfry, Creyate and Teabox have chalked out a strategy to focus on the offline channel by opening standalone stores or shop-in-shops (small touch-points at multi-brand retail shops).

Publication: The Hindu Business Line (Online)

Date: August 26, 2018