UK-based cosmetics company Lush has re-entered the Indian market after almost 20 years.
The launch begins online launch through a licensing partnership with Bengaluru-headquartered Bilberry Brands, as reported by the Economic Times (ET) citing the Press Trust of India (PTI).
This precedes a planned network of physical stores in key metro areas.
Under the licensing arrangement, Lush and Bilberry Brands plan outlets in New Delhi, Mumbai and Bengaluru by the autumn of 2027.
The first store will open at Select CityWalk mall in the Delhi-NCR region.
Bilberry Brands founder and CEO Vishal Anand stated that the company has approached 25 major shopping centres across the country as part of the site selection process.
Anand, as reported by ET, added: “I am sure the Indian consumer, at this stage, what India is seeing in the last few years, and going forward, the next five to ten years, is looking very encouraging.”
Lush co-founder Rowena Bird stated that the brand aims to rank India among its top ten markets worldwide within three to five years.
Established in 1995 and widely associated with its “bath bombs”, Lush currently operates more than 850 stores across more than 50 countries.
Bird told PTI: “So the excitement for us of coming into India is that we will have a new set of customers giving us direction and telling us what they need from the product if we don't have it for them already.”
During the financial year ended 30 June 2024, the company reported turnover close to £675m ($886.38m), reflecting a decline of 5% compared with the previous year.
Bird told PTI that Lush’s Indian portfolio, described as handmade and “cruelty-free” with “no animal testing”, will initially be available via direct-to-consumer online channels, as part of a broader omnichannel approach.
The retailer aims to open ten brick-and-mortar outlets in the country by 2027.
India is Lush’s 54th market and places the brand in competition with established premium and luxury players such as Estée Lauder, The Body Shop, Shiseido and L’Oréal.
