Popees Baby Care expands presence with new store opening

Popees Baby Care has commissioned its 112^th global store in Zirakpur, Punjab, scaling its brick-and-mortar presence to capture the booming demand for premium, dermatologically-safe children's apparel in Tier-II North Indian cities.

North India penetration strategy

Following its recent debut in Chandigarh, the Zirakpur outlet functions as an operational anchor for the brand’s footprint across Punjab and Haryana. Driven by rapid urbanization and rising disposable incomes, India’s organized kids wear sector is witnessing structured growth outside Tier-I metros. By integrating offline touchpoints with direct distribution channels, Popees aims to optimize unit economics and strengthen brand affinity across emerging suburban nodes.

Operational scaling and market adaptation

Expanding into the northern retail belt allows the brand to fulfill a distinct market demand for certified, chemical-free children's textiles, notes Shaju Thomas, Founder and Managing Director. The brand’s retail design ensures seamless access to specialized lines while consolidating store-level profit margins.

High real estate overheads in Tier-I markets remain a challenge, prompting brands to shift strategic capital toward fast-growing urban clusters like Zirakpur. This store expansion builds upon strong financial tailwinds.

South-to-North growth footprint

Founded in 2003 in Malappuram, Kerala, Popees manufactures certified, non-toxic baby apparel, organic bamboo clothing, and maternity accessories. The company operates over 110 global retail locations, expanding actively across India and the Middle East. The company recorded a revenue of Rs 135.3 crore in FY25, supported by multi-round equity funding to scale omni-channel retail nationwide.