What: The Beauty CEO at Shoppers Stop describes his strategy since joining in 2022.

Why it is important: dedicated specialty stores, spun off from the department stores, are on the menu to increase the category share from 18% to 25% in 3 years.

Biju Kassim, President of Beauty at Shoppers Stop, has outlined an ambitious strategy for the company's beauty business, emphasizing distribution and specialized retail formats to drive growth. Since taking the role in January 2022, Kassim has steered Shoppers Stop towards becoming a key player in the distribution of international beauty brands, an initiative that began with the formation of Global SS Beauty Brands Ltd., a subsidiary focusing on this area. This strategic move aims to provide deeper partnerships with brands by aligning closely with their long-term plans, enhancing supply chain control, and boosting brand building efforts.

Currently, beauty products account for 18% of Shoppers Stop’s revenue, with plans to increase this to 25% in three years. Fragrances lead the category, contributing 42%, followed by makeup and skincare. The distribution network, still in its early stages, includes prestigious brands such as Clarins, Nars, and several from L'Oréal International Division, including Armani and Prada. As of the third quarter of FY 2024, this network has expanded to 334 doors and garnered Rs 39 crore in sales.

Additionally, Shoppers Stop has introduced large-format specialty beauty stores, such as a 9,000 sq. ft. store in Kolkata’s Quest Mall, to provide ample space for brands to fully express their identity. This is a shift from the typical 1,500 to 3,000 sq. ft. beauty stores, enabling better brand representation. The strategy includes both expanding these large formats selectively and continuing to grow smaller boutiques and dedicated beauty spaces within department stores.

On the omnichannel front, Shoppers Stop aims to increase its online sales from the current 7-8% to 15%, by enhancing its digital platforms shoppersstop.com and ssbeauty.in. However, the focus remains predominantly on brick-and-mortar, reflecting the prestige nature of the brands they carry, many of which prefer limited online presence.

Shoppers Stop Beauty CEO interviewed