Purple United Kids is set to scale new heights with its ambitious plans to open 100 new stores in the next two years…
Launched in 2014, Purple United Kids has swiftly emerged as a leading premium kidswear brand in India. From its humble beginnings, the brand has expanded its presence both online and offline, steadily building a reputation for delivering high-quality, fashionable, and functional clothing for children.
| Key Milestones in Purple United Kids’ Growth Trajectory
· 2015: Expansion into both offline and online distribution channels. · 2017: Strategic licensing agreements with Disney and Mattel for kids’ footwear. · 2019: Opening of its first Exclusive Brand Outlet (EBO) in Delhi. · 2020-2023: Substantial retail expansion across Delhi NCR, Punjab, and Uttarakhand. · 2024: Transition to a publicly listed company, signaling its growing influence in the industry. |
Core Product Offerings
The product lineup includes versatile apparel, footwear, and accessories tailored for various age groups—infants, toddlers, and older children—alongside seasonal collections for summer, winter, and all-season wear. The brand’s emphasis on fun, fashion, and functionality has struck a chord with quality-conscious parents who seek stylish yet practical options for their children.
“Embodying fun, fashion and functionality, Purple United Kids brings to life the story of a new-age child who is free-spirited, independent, and self-assured. From everyday wear to special occasions, Purple United Kids offers timeless styles that both inspire and delight,” says Bhawna Seth, Whole Time Director, Purple United Kids.
The brand stands out in a competitive market by offering innovative designs and exceptional attention to detail.
Sustainability at its Core
Purple United Kids has embedded sustainability into its core values. The brand has implemented several eco-friendly practices, including:
- Responsible sourcing of materials for their collections, ensuring that suppliers meet rigorous ethical standards.
- Recyclable packaging to reduce environmental impact.
- A strong commitment to minimal waste production to further the brand’s sustainability goals.
By ensuring eco-conscious practices in sourcing, packaging, and production, the brand helps parents make responsible choices for their children’s wardrobes.
Retail Presence & Aggressive Expansion Plans
Purple United Kids operates a mix of Exclusive Brand Outlets (EBOs), Multi-Brand Outlets (MBOs), Shop-in-Shops (SIS). It also has a robust e-commerce presence. The brand currently has 25 EBOs, 700 MBOs, 102 SISs, and is present on 10 e-commerce platforms, including its own website.
It is set to scale new heights with its ambitious plans to open 100 new stores in the next two years. By targeting high-footfall tier-2 and tier-3 cities, the brand aims to make premium kidswear accessible to a broader audience. Currently, it is present in key regions in India such as Delhi NCR, Punjab, Uttar Pradesh, Madhya Pradesh, Bihar, Rajasthan, and Uttarakhand.
Omnichannel Excellence & Marketing Initiatives
Omnichannel integration is a central aspect of Purple United Kids’ strategy. The brand provides a seamless shopping experience across physical stores and online platforms, allowing customers to browse and purchase products from wherever they are.
“This cohesive experience provides convenience for busy families and ensures consistent brand engagement across all customer touchpoints,” says Bhawna about her brand’s omnichannel strategy.
Its marketing strategy revolves around building a vibrant community around the brand, emphasising its ethos #SHOPHAPPINESS and a connection with parents and young trendsetters. The brand leverages social media campaigns, influencer partnerships, and targeted promotions to highlight its product range, especially during seasonal launches, promoting the brand across multiple demographics.
“A mix of social media campaigns, influencer collaborations, brand films and content marketing ensures wide reach and engagement; story-driven campaigns resonate with modern parents, while digital-first strategies enhance omnichannel integration,” Bhawna states.
Financial Growth & Future Prospects
The financial trajectory of Purple United Kids is equally promising. From an annual turnover of Rs 43 crore last year to an expected Rs 78 crore this year, the brand projects revenues of Rs 125 crore within the next two years. This growth is fuelled by its retail expansion and unwavering focus on quality and innovation.
Purple United Kids envisions redefining premium kidswear in India by creating a strong community around its brand ethos of #SHOPHAPPINESS while championing sustainability and innovative designs.
