In a strategic move to capture the growing demand for high-end beauty products in India, global fashion and lifestyle conglomerate, Apparel Group, has exclusively partnered with department store chain Shoppers Stop to expand America-based fragrance brand Bath & Body Works, into the Indian market. This collaboration signifies a pivotal milestone as Bath & Body Works enters the shop-in-shop retail concept, the brand announced in a release.
The first shop-in-shop is located at the City Centre Mall in Salt Lake, Kolkata, within Shoppers Stop, India’s leading omnichannel destination for beauty and fashion. The immersive retail experience will feature Bath & Body Works’ signature products, including body mists, shower gels, candles, and more.
Bath & Body Works entered the Indian market by partnering with Apparel Group India in 2018.
With nearly 40 stores nationwide and a dedicated Indian website, Bath & Body Works has already established a significant presence in the beauty industry, tapping into the growing consciousness of beauty trends and the accessibility of international brands through online shopping.
“We firmly believe that this alliance will not only benefit both companies but also play a significant role in driving the growth of the Indian beauty market. As we introduce more global brands into the market, we eagerly anticipate working closely with Shoppers Stop to foster mutual growth and success,” Abhishek Bajpai, CEO of Apparel Group India Pvt Ltd said.
Shoppers Stop, known for its leadership in the Beauty and Personal Care category, sees this partnership as a strategic move to enhance its beauty offering. Biju Kassim, Customer Care Associate and CEO, of Beauty at Shoppers Stop, commented, “With the introduction of Bath & Body Works in our stores exclusively, we are set to enhance our beauty offering significantly. This launch in the city of Kolkata perfectly aligns with our mission of delivering premium products from a renowned brand like Bath & Body Works to the beauty enthusiasts in the region.”
The collaboration between Apparel Group and Shoppers Stop marks a formidable union of strengths, positioning both retail giants to capitalize on the increasing demand for international beauty products in the Indian market. The move solidifies Shoppers Stop’s leadership in the Beauty and Personal Care category, further establishing Bath & Body Works as a key player in the Indian beauty arena.
