Beyoung penetrates Rajasthan’s hinterland with strategic Bagru store opening
07 January 2025, Mumbai
Beyoung’s latest store launch in Bagru marks the brand’s 28th physical touchpoint, signaling a robust deepening of its ‘Bharat-first’ retail strategy.
As the fashion retailer moves into this Tier-III industrial hub, it is capitalizing on a massive shift where non-metro markets now account for nearly 60 per cent of India's organized apparel consumption.
Shivani Soni, Co-founder, emphasizes, the Bagru location is a direct response to the aspirational needs of customers who seek high-quality, trendy clothing without the markup of premium labels.
This move underscores a significant opportunity: capturing the high-volume, price-conscious segment that remains underserved by traditional high-street brands.
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Capital infusion fueling a 100-store roadmap
The expansion follows a successful $4.9 million Series A funding round, which has provided the liquidity required to accelerate Beyoung’s offline footprint toward a 100-store goal by late 2026. Financially, the brand is chasing a Rs 350 crore revenue target for the current fiscal, supported by a healthy 25 per cent Y-o-Y growth rate.
While operating in Tier-III markets presents logistical hurdles regarding stock replenishment, Beyoung’s localized distribution strategy has mitigated these risks, maintaining a 95 per cent full-price sell-through rate. Industry analysts view this as a decisive move in the value-fashion sector, which is projected to grow at an 11 per cent CAGR through 2030.
Optimizing unit economics through customized merchandising
Central to the brand's success is its ‘Combo’ merchandising model, a case study in driving high basket values in price-sensitive demographics.
By allowing shoppers to bundle customized styles and sizes, Beyoung has achieved a repeat customer rate of over 40 per cent.
This approach has solidified its market position in Rajasthan and beyond, allowing the brand to maintain competitive pricing while scaling operations.
As the company prepares for international expansion into the Middle East, the Bagru opening serves as a definitive template for domestic regional saturation and long-term profitability.
Founded in 2018 in Udaipur, Beyoung provides affordable everyday fashion for men and women across Tier-II and Tier-III markets.
With a current revenue run rate exceeding Rs 200 crore, the brand plans to hit a Rs 650 crore GMV by 2027. Backed by global investors, it is rapidly scaling its omnichannel presence.
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