Good Earth, a home-grown luxury lifestyle retail brand, is scaling up its online presence with web-boutiques to tap overseas clients.

The company is also expanding its brick-and-mortar chains, but “cautiously”, as lack of good quality retail space availability is an issue.

“We were never in the volume game. We don’t define growth by the number of retail stores. Currently, our focus is on expanding the ecommerce business in which we are seeing significant traction,” said Simran Lal, CEO, Good Earth.

The company had started its ecommerce venture four months ago and said 50 per cent of its orders were coming from international destinations.

“Our designs are contemporary and are rooted in heritage,” she said.

Lal said the ticket sizes were large in the e-commerce business and it was looking to be available across Europe (18 countries), Asia Pacific (15 countries), Africa and West Asia (seven countries) and Americas (Brazil, Mexico, Canada and the US).

The company may also tie up with a third party logistics player to look into the back-end business.

Good Earth was started in 1996 by Anita Lal and retails bed linen, dinnerware, cushions, home décor, furniture, skin care, kids collection. Good Earth products are priced at 3,000 onwards.

Good Earth currently operates through nine stores across five cities and has an annual turnover of 120 crore. “We are growing at 20 per cent year-on-year,” she said.

Lal said the company is also in the process of taking its brick-and-mortar stores into the international market.

Asked about the funding, she said expansions will be funded through internal accruals.

Good Earth is a part of the Eicher group, which has interests in the automotive sector.

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