HRX's Tie-up with Baccarose Wins with Coopetition, Starts New Retail Trends

A unique business proposition is the lifeblood of any brand that wants to make its presence felt.

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Boundaries of customer cohorts are overlapping faster than we realize, as users with exposure to similar facilities, have similar needs. Health has become one such fundamental aspect in the daily lives of young India and HRX, since inception in 2013, has been diversifying from athleisure clothing to a spectrum of verticals that inspire people to be their best selves.

Beyond usual product launches, HRX decided to strategically collaborate with Baccarose, a globally renowned fragrance brand. The result is a successful category of HRX FRAGRANCE that is leaping fast towards the top priority of Indian fitness connoisseurs today. 

Spotting Opportunity with Perfumery for Everyday Athletes 

When asked how does athleisure gel with perfumery, Pallavi Barman - Business Head at HRX, shares the core concept of locker room strategy, which fuels product development bottom-up. Sports or athleisure brands predominantly cater to footwear or apparel. But HRX has been different since the start, projecting itself as a holistic fitness brand. "When we saw the scope for value addition in sports, fitness, and lifestyle, we zeroed in on our core locker-room strategy. Picturise yourself after a swim, sport, or workout session. You’ll need towel, clothes, innerwear, fragrance, shower gel, cream, and fragrance or deodorant before stepping out,” she says. HRX found a scope for category diversification that aligns with their locker room strategy.