08 December 2025, Mumbai
Foraying into the southern state of Tamil Nadu, leading name baby apparel and care brand, Popees Baby Care inaugurated its 101st Exclusive Brand Outlet (EBO) in Hosur.
This move is a deliberate acceleration of its retail footprint, reinforcing its identity as a serious contender in the national baby fashion and retail segment. Offering a full range of baby-safe clothing up to six years old, the brand aims to mitigate high inventory costs and geographical concentration risks by prioritizing direct retail expansion.
Apparel remains a significant revenue driver for the Kerala-founded company, highlighting a shift in the Indian market where discerning parents are increasingly prioritizing branded, high-quality, organic cotton clothing over cheaper, unbranded alternatives.
K Jayanand, CEO emphasizes on the brand’s commitment to ‘quality, comfort, and trust,’ a strategy rooted in Popees' inception in 2003 by Shaju Thomas, who aimed to fill a gap for safe, branded infant wear.
This retail initiative is supported by a strong growth plan to add 42 more stores by FY26, bringing the total store count to 143, and simultaneously entering international markets like the UAE. This aggressive omnichannel model, a shift away from a distribution-heavy structure, aims for a top-line revenue of Rs 250 crore by 2025, solidifying Popees' goal to become a leading national baby and childcare brand.
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