Pretty Secrets Debuts In Mumbai with Its First Offline Stores

May 18, 2017 written by

PrettySecrets (MTC Ecom Pvt Ltd.), India’s fastest growing lingerie brand has opened doors to its first exclusive stores at Bandra (West) and Phoenix MarketCityKurla today.

Spread over 1300 sq. ft. in Mumbai, PrettySecrets has stepped-up to provide an omni-channel experience to its customers. The offline stores offer a complete range of 1200+ products across categories like lingerie, nightwear, activewear and swimwear, all at reasonable price points. The current collection comprises of PrettySecrets’ signature range – Miracle Fit, Breathe, Tempt Me lingerie & Live N It and Sleep Beautiful nightwear – that not only provides great comfort and fit but is also uncompromising on style. The aesthetics of the new stores mirror the brands young, fun and aspirational vibe and offer a personalized shopping experience.lacenlingerie_hwuidhwsdPretty Secrets-3Furthermore, PrettySecrets has planned to spread its wings by franchising 30 EBOs across metro cities this year and an additional 300 by 2019. It will expand its retail footprint in 10 cities and account for approximately 20,000 sq. feet of retail space in 2017. The stores are expected to contribute 25% to the company’s revenues in the next 3 years.

FROM THE BEGINNING : It was created by the visionary entrepreneur Karan Behal in 2011.He has over 11 years of rich experience in the lingerie business across manufacturing, sourcing, marketing, product development, retail and e-commerce.

After graduating with a business management degree from Franklin & Marshall College, USA in 2004, Karan began his entrepreneurial journey by retailing PrettySecrets nightwear at more than 300 points of sale including large format stores and multi-brand outlets in India. Its success inspired him to launch a chain of multi-brand lingerie stores called LACE-The Lingerie Club in Mumbai, Pune and Ludhiana. But it was not until 2012 when Karan realized the full potential of private label garments. He soon forayed into e-tailing PrettySecrets with a much wider portfolio and succeeded to attract multiple rounds of funding from prominent investors. Presently, Karan is venturing into building a strong omni-channel with the launch of multiple offline stores in India. It is his primary ambition to make PrettySecrets the largest lingerie brand in the country.

In his leisure time, Karan is a movie buff, serious foodie and loves to play squash. He lives in Mumbai with his wife Shruti Behal and newborn son Kabir Behal. The brand’s portfolio consists of 1200+ products including lingerie, nightwear, activewear and swimwear. PrettySecrets stands strong as a young, fun and aspirational brand which provides great comfort and fit, yet is uncompromising on style. It wants to make its customers look good and feel great. PrettySecrets is the first lingerie brand in India to have Indian models as its brand ambassadors.lacenlingerie_hwuidhwsdPretty Secrets-1

HOW IT ALL STARTED : PrettySecrets started out as a women’s sleepwear brand almost eleven years ago with its presence in major departmental stores such as Shoppers Stop, Pantaloons, Globus, Central, etc. as well as over 200 MBO’s. From its advent as a solitary category the brand diversified its range in 2012 through e-tailing on

Since its inception, it boasts of a much wider lingerie selection that is directed towards young Indian women who are confident, stylish, happy and know what they want.

INVESTORS FUNDING : In a span of five years, PrettySecrets has raised USD $8 million venture funding from prominent investors like RB Investments Pte Ltd, Orios Venture Partners, Indian Angel Network, India Quotient and Harvard Business School Angels India.

ONLINE WITH ALL MAJOR E-COM : has partnered with all major online players such as Amazon, Flipkart, Myntra, Jabong, Tatacliq, etc. The products are easily available in multi-brand lingerie stores across the country as well. PrettySecrets has also tied-up with departmental stores such as Globus and Central to enhance its retail footprint. Internationally, it is the only Indian lingerie brand to partner with the biggest e-commerce websites of UAE and South East Asia, and respectively. The company’s scale of operations is rapidly growing with the launch of its exclusive offline stores in India starting 2017. Presently, is capable of serving 19,000 pincodes across India.

On the occasion of the launch Mr. Karan Behal, Founder & CEO, PrettySecrets (MTCEcom Pvt Ltd.) said,“PrettySecrets has delivered a perfect union of style and comfortwhich was previously hard to find in a traditional Indian lingerie market. Our unique brand imagery and product offering has built a strong resonance with the customers. Their encouraging response has led us to launch our first exclusive stores in Mumbai today and we are delighted to announce the expansion of the franchise all over India.lacenlingerie_hwuidhwsdPretty Secrets-2It strives to dial-up the lingerie shopping experience and make the brand more accessible throughout the country. The aim is to become the brand of choice and redefine the sector with a fresh approach. We are confident that the expansion will playa critical role in our overall growth story and make PrettySecrets the most sought after brand for all things lingerie.”

  • The online brand goes the omni-channel route with its first offline stores at Bandra Linking Road & Phoenix Market City Kurla
  • Announces expansion of its retail footprint with an additional 30 stores in 2017 and 300 stores by 2019
  • PrettySecrets will introduce its Progressive Web App (PWA) in 2017 for an ultra-modern shopping experience
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