Online to Offline Pretty Secrets Expand Its Franchise

February 16, 2017 written by
PrettySecrets Logo


Mumbai-based PrettySecrets launched an online exclusive lingerie brand in 2012.

Founded by Karan Behal, whose family has been in the apparel manufacturing and export business for over three decades, Pretty Secrets started off as a nightwear boutique on Linking Road in Mumbai in 2005. The label quickly made its way onto store shelves across the country and was available in most large format department stores like Shoppers Stop, Globus, Central, etc as well as over 200 MBO’s.

Pretty Secrets is a young, fun and aspirational brand for the new Indian woman that is confident, happy and stylish. Since Behal’s family sensed the humungous opportunity in the e-commerce segment. He completely shifted his focus to selling only online. He has also started selling on 12 other e-commerce platforms, including Zivame and enjoys 15 per cent market share in the online

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lingerie market.  It’s extensive range of bras, panties, nightwear, swim and active wear is aspirational, yet reasonably priced. A online segment leader the Brand retails at along with online marketplaces such as Myntra, Jabong, Flipkart, etc.

Pretty Secrets, which has until now been an online lingerie brand, recently ventured into the offline market and is distributing their products directly to retailers through their online B2B platform, This new platform aims to bring the convenience and seamlessness of online shopping to the highly unorganized lingerie retail sector. Since its exclusive pop up in Mumbai, the e-commerce brand promises to launch 300+ stores by 2019 in India.

PrettySecrets made a move towards the offline market in early 2016 by supplying to existing B2B stores in the North & West of India. They saw great customer interest and market potential for their product and brand offering. Hence, the brand is now making a strong play to substantially build its offline presence by setting up PrettySecrets stores across the country.

The main inspiration to launch EBO’s comes from the potential they have seen through their existing B2B stores and from their regular interaction with their customers who have shown immense interest in having the brand offline as well. They have seen that their customers are everywhere. Hence, the need to develop and Omnichannel experience to cater to their needs even better.


In conversation with Karan Behal, Founder & CEO, Pretty Secrets

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LnL. What is your view on the journey of retail – from brick-and-mortar to e-commerce to a franchise business?

K.B: They are all very different in nature. However, since the product offering and brand is fundamentally the biggest constant, it’s more about developing the right business acumen and expertise to cater to each of these distribution channels. We have learnt that the key lies in being responsive and agile enough to react to the current market scenario.

LnL. Which location have you chosen and why? Which all cities do you plan on expanding to? And ‘what is the size of your territory? (size of your franchise) how many outlets do you plan on opening this year?

K.B: We are launching flag ship stores at Linking Road and Phoenix Marketcity in Mumbai as well as 6 more stores in other cites outside Mumbai. We are confident of opening 30 stores this year.

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LnL. Your view on the store design concept?

K.B: Our store design stands very true to our brand imagery and positioning. It’s a perfect blend of product display and pretty elements and touch points which make you feel special and pampered when you’re in the store.

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LnL. In terms of business, how important it is for a well-known brand like yours to create retail store experience for the customer?

K.B: Indian woman today have dissatisfaction with the hosiery stores retailing lingerie and there is a huge vacuum waiting to be filled by a branded lingerie retail store experience. The in-store experience is the most important factor that we are concentrating on – right from the role of the store sales person as one of the most important influencer in the buying decision to the branding touch points in store to the technology used and the visual merchandising is all designed keeping the consumer and her convenience and needs in mind.

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LnL. What’s the process of franchising stores?

K.B: We have set up an in-house franchise department and retail operations team at the PrettySecrets HQ. We have also explored marketing campaigns across different media. Considering the strength of our value proposition, we have managed to attract great interest from potential partners and have signed on 8 stores in a matter of 2 months.

LnL. How do you view competition from various  brands in the similar space?

K.B: We believe our product offering and our brand positioning have been the key factors that have helped us distinguish ourselves from the competition and create a unique identity for ourselves. Now, with the retail stores as well, we will have a similar approach to distinguish ourselves on customer experience in store which will be very different from that in other lingerie stores.

LnL : According to experts, bricks and mortar and e-com will constitute about 50% each of the organized retail market by 2020 as e-commerce is growing faster than the former. How much of this is true and according to you  how do you see this playing out for your operations here?

KB : In the lingerie/nightwear category, at best, we see an online contribution of anywhere between 8-10% by 2020. This may not seem like a large number, but it is a tremendous increase from the current 1-2% contribution. To put things in perspective, the UK which is the most advanced ecom market in the world, has a 18-20% online contribution presently.

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LnL : What are your expectations to reach in 2020. (turnover)

Considering the growth trajectory PrettySecrets has seen coupled with the industry-level growth over the past few years, we aim to be a 500cr+ company by 2020.

LnL :  What’s the ROI you expect from the franchise?

KB : From the franchise business we are looking at an ROI of 30%+ PA. We are confident of our value proposition and are convinced that both PrettySecrets and our franchise partners will make a great mark over the coming years.

LnL : What are you future plans?

KB : We aim to open 300+ exclusive PrettySecrets stores in India within the next 36 months. We’ve also seen keen interest for our product offering from outside the country and hence we are also seriously exploring the international waters so won’t be too long before our expansion outside the country.

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Comments to Online to Offline Pretty Secrets Expand Its Franchise

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