Beauty e-commerce portal Nykaa has expanded its horizon to accommodate the apparel segment with the launch of lingerie on its platform as it looks to increase the volume of repeat customers
The company is already getting close to 5% of its turnover from this segment and targeting almost 10% by December, mentioned Falguni Nayar, CEO, Nykaa in a recent report.
The products are already being sold under the section called Glam Fit and Pop Up, which is an experiment to attract customers beyond the domain of beauty, according to a top executive of the company.
Nykaa has all through focused on beauty, and aimed to reach out to the consumer with unique cosmetics offering. But with the recent pop up store, they have worked beauty to a new level and after, lingerie, it plans to launch eye-wear section under the pop-up category, which will consist of sunglasses, by the end of the year.
Team Nykaa has confirmed that they are happy with the initial response of the pop up stores. And is ready to continue with the same and add more products with time to diversify. The products are currently sourced from online lingerie vendors such as Clovia and PrettySecrets.
Expansion into new categories could likely help the company in achieving the sales target. The company claims to be getting five million monthly visitors on its website and 100,000 orders with an average basket of Rs.1,400, as of March.
Nykaa, today also operates through four brick-and-mortar stores across Delhi and Mumbai. However, the pop-up additions will remain a feature of the online market, informed Team Nykaa.
Short, sweet, to the point, as information should be!