There are many brands who have started off as pure-play e-commerce businesses but have an offline presence now. Opening brick-and-mortar outlets in a bid to chase profitability and also to build trust among customers. Brands such as Clovia, Craftsvilla, PrettySecrets, Zivame, UrbanLadder, Nykaa, Myntra, Lenskart, Pepperfry, Teabox and many more have already chalked out a strategy to focus on the offline channel by opening standalone stores (small touch-points at multi-brand retail shops).
Clovia, a lingerie brand that started off as an online player six years ago, now started focussing on the offline mode. Last year, only 5 percent of customers bought lingerie products online. Here the customers will be able to feel and try the product before buying. Likewise, other brands have also recorded an increase in their sales because of this new strategy.