Ed-a-Mamma has expanded its business by launching its kidswear collection in the Indian market via shop-in-shops.
The brand has stepped into the retail market in major metropolitan cities as well as Tier II cities through Shoppers Stop & Lifestyle stores.
In the western part of India, the company has launched seven stores in Mumbai – one each in Andheri, Juhu, Ghatkopar, Goregaon, Kurla & two in Malad. The stores are also present in Navi Mumbai, Surat & Pune. In North India, the shop-in-shops have been launched in Delhi, Noida, and Gurugram. In Southern India, Ed-a-Mamma has stores in Bengaluru, Hyderabad, Chennai & Mangalore. It also has stores in Kolkata and Indore, respectively.
The brand was launched in October 2020 with about 160 options and now has 1,200 options live on its website. The products are available on all the major e-commerce platforms such as Myntra, Flipkart, TataCliq, Nykaa Fashion, Amazon and First Cry. Ed-a-Mamma touched an INR 1 crore top line in the first month of its launch despite being exclusively available only on FirstCry. It has successfully launched a 100% sustainable product with plastic-free buttons and trims and has registered a 300% top-line growth YOY. It has also manufactured and launched green denims and a 100% organic line of clothing with GOTS certification.
Alia Bhatt, Founder, Ed-a-Mamma, said: “Over the past 18 months, Ed-a-Mamma has grown so much and received immense love! Storytelling is at the heart of the brand and Ed-a-Mamma is passionate about nurturing love for the planet in children. Our conscious clothing brand includes garments that have nickel-free trims and plastic-free buttons. Our fabrics are plant-based and degradable. Even the dyes we use are AZO-free and safe for the environment & our children. Being one of the leading sustainable brands in the kidswear space, we decided to go with the omni-channel approach and launched a specially curated collection for our retail outlets, and cannot wait for our customers to come and experience it.”
