Company: MTC Ecom Pvt. Ltd. | Year of launch: 2011
The intimate wear brand, Pretty secrets is one of the fastest growing brands in India. Created by Karan Behal in 2011, the brand started out as a women’s sleepwear brand with its presence in major departmental stores such as Shoppers Stop, Pantaloons, Globus, Central, etc., as well as over 300 MBO’s. From its advent as a solitary category player, it diversified its range in 2012 and grew through e-tailing on PrettySecrets.com.
Core focus customers
The brand’s target audience is between the age of 25 to 35 years, inclusive of both working women and homemakers. They mostly belong to tier -II and -III cities of India. These are the women who want to stay updated with current trends but do not have the budget to invest in luxury pieces but they also will not compromise on comfort.
Pretty secrets has been instrumental in introducing higher fashion quotients in line with global trends to the market at reasonable prices. Innovation is at the core of everything the brand does. It is a style seeking brand where fashion meets function and comfort, and the choice for every woman’s lingerie needs. Its portfolio consists of 1,200+ products including lingerie, nightwear, activewear and swimwear. It has two seasonal launches spring-summer and autumn-winter with 300 style collection in each season spread across cross-category. With 2 season launches and 2 injection rounds per season, it puts in a lot of research into product development.
The latest collection and its theme
The spring-summer 2018 is all about bright and bold colour palette, including electric fuchsia, sunny yellow, with emphasis on use of texture in not just a visual but also a tactile way. It is about modern day climate utilizing definitive textures, graphic prints like fresh bloom, geometrics, plaids, abstracts to match spring and a potent colour philosophy. Its basix collection is inspired from everyday 9-to-5 wear, which is inherently easy to look after and is also available in plethora of colours and prints to keep it away from being boring. With its basix collection, the brand focuses on ‘structure is key’. The basics range consists of everyday lingerie that is chic, comfortable, above all fashionable and elegant. From seamless bras and sexy silhouettes to padded wired, non-wired and non-padded, the range offers timeless styles.
Most innovative products in the collection
The brand’s miracle fit collection provides a unique fit for women and gives high support without any discomfort.
This season, the brand is re-introducing this collection with exciting new technology. The beauty of miracle fit lies in the smooth seamless construction of this product, which gives a comfortable fit without digging into the skin. The molded construction gives a natural lift and avoids side buldges, which is a unique feature of their top selling product.
Product range or category expansion plans
The brand is armed with multi category. Besides lingerie, it is also strong in nightwear, activewear and swimwear. Its multi-channel distribution largely through www.prettysecrets.com, which caters to over 20,000 pin codes across the country, all major online marketplaces, exclusive brand outlets and multi-brand outlets across the country gives them a strong edge over the other lingerie brands in India. The products are a perfect blend of style and comfort. The brand understands that the topmost requirement for innerwear is comfort and quality, but it also believes that comfort does not have to be boring.
The brand opened its first exclusive retail outlet in April
2017 and now has 24 stores across 10 states panning all 4 corners of the country. It has already set stage to ensure that it reaches 100 stores by the end of 2018 and 300 stores by the end of 2019. It currently sells through 350 trade stores across the country and aims to get to 1,500 stores by end of 2019.
All of this coupled with growing its market share on online marketplaces and making PrettySecrets.com the largest culmination of brand loyalists.
Plans for exploring new markets in India
The brand is planning to open more EBOs across the country. Also, it is focusing more on non winter markets like the South and West India.
CAGR over the last 3 financial years and aims for the next 2-3 years
The company has grown 70 percent over the last financial year and is projecting a 150 percent growth this financial year. Pretty secrets launched it’s first store in April 2017, and today, it has 25 stores.