How Pepperfry is Uniquely Fuelling Growth for 2023
Retailer|January - February 2023
Pepperfry’s relentness innovation has helped it stay ahead of the curve. It has made significant investments in AR and VR to expand its curated digital catalog.
VAISHNAVI GUPTA
How Pepperfry is Uniquely Fuelling Growth for 2023

Pepperfry has the largest omnichannel footprint in the country. The brand has over 200 Studios covering more than 100 cities with a total retail space of 2.4 to 2.6 lakh sq ft. Pepperfry’s Studios are based on two business models - Franchisee Owned Franchisee Operated (FOFO) and Company Owned Company Operated (COCO). It launched about 110 franchisee studios in the last 11 months and expects to maintain the same run rate. “Customers who visit Pepperfry Studios now account for 36 percent of our business. The growth in Studio also resulted in an increase in the share of higher-margin D2C private labels, which reached 41 percent of Gross Merchandize Value in FY22,” said Ashish Shah, Co-Founder, and Chief Operating Officer, Pepperfry. “Our goal is to become a ‘neighborhood store’ as we continue penetration in cities and towns through our franchisee business model,” he added.

D2C: A MAJOR BIZ CONTRIBUTOR 

The growth of e-commerce market and specifically the D2C has grown significantly over the pandemic. It is attributed to more customers getting online, during the pandemic, driven by necessity. It enabled the existing big D2C brands to get bigger and helped a slew of newer D2C brands to emerge.

Pepperfry also has a strong focus on its D2C strategy as it believes it is the best way to reach and connect with its consumers. The brand has its D2C private brands known as ‘House Brands’ to help fill in market gaps in style and price.

This story is from the January - February 2023 edition of Retailer.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

This story is from the January - February 2023 edition of Retailer.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.

MORE STORIES FROM RETAILERView All
THE GIFTING KING
Retailer

THE GIFTING KING

Varun Moolchandani has strategically steered Archies towards catering specifically to children, and recently unveiled its inaugural brand mascot, AMA.

time-read
2 mins  |
March - April 2024
Key Insights from Restaurant India Chennai Show 2024
Retailer

Key Insights from Restaurant India Chennai Show 2024

Discover the recipe for restaurant success as industry leaders share their thoughts

time-read
3 mins  |
March - April 2024
How Culinary Scene is Taking Off at Indian Airports
Retailer

How Culinary Scene is Taking Off at Indian Airports

The Indian aviation industry's transformation extends beyond infrastructure and airline services, significantly impacting the Food & Beverage (F&B) sector within airports.

time-read
4 mins  |
March - April 2024
THE TECH BAKER
Retailer

THE TECH BAKER

Revolutionizing the bakery industry from dough to door

time-read
3 mins  |
March - April 2024
INNOVATIVE JEWELRY MAVEN!
Retailer

INNOVATIVE JEWELRY MAVEN!

BlueStone, led by visionary Gaurav Singh Kushwaha, redefines Indian jewelry shopping, blending tradition with cutting-edge technology, sustainability, and a seamless omnichannel experience

time-read
3 mins  |
March - April 2024
The Omni Jeweler
Retailer

The Omni Jeweler

How Reliance Jewels in a short period of time established an omnichannel network of 400+ stores across India

time-read
3 mins  |
March - April 2024
ORACLE X APOLLO
Retailer

ORACLE X APOLLO

Apollo Health & Lifestyle Limited, one of India's largest retail healthcare companies, collaborated with Oracle Fusion Cloud Enterprise Resource Planning (ERP) to optimize its financial operations and increase productivity.

time-read
1 min  |
March - April 2024
GEOIQ X LENSKART
Retailer

GEOIQ X LENSKART

As an omnichannel brand, Lenskart's physical stores play a vital role in achieving this mission. In 2021, GeoIQ partnered with Lenskart to support this vision.

time-read
1 min  |
March - April 2024
HAPIDO X MOENGAGE
Retailer

HAPIDO X MOENGAGE

Based in UAE, Hapido has reshaped the landscape of digital shopping in the country.

time-read
1 min  |
March - April 2024
FRESH MILLS X ZAKYA
Retailer

FRESH MILLS X ZAKYA

In the vibrant locale of Kalyan Nagar, Bengaluru, Fresh Mills stands as a testament to freshness, cultivating organic products since its inception in 2019.

time-read
2 mins  |
March - April 2024