Urban Jungle, a strategic next-gen vertical by Safari to tap into a fast-growing segment of urban, design-conscious, experience-driven buyers, is planning to invest Rs 20 crore to open 15 EBOs in the next 12-18 months, Tanisha Jatia, founder and brand lead, Urban Jungle, told ETRetail.
The brand, which has recently opened its first EBO in Pune, is planning to open its EBOs in the malls and high streets across the metro cities of Mumbai, Bengaluru, Delhi, and Kolkata. The average store size of the brand stands at 550 sq.ft.
“We saw the white space in the market as today’s new-age consumers are expressive, and they look for functionality in lifestyle products. Along with this, as incomes are rising, consumers have the propensity to travel, and the options available in the market are limited,” she asserted.
“Our EBOs will offer an immersive experience to consumers and will help us justify our price points,” she further added.
The brand, which caters to Gen Z and millennial consumers between the ages of 20-35 years, has a presence in 134 shop-in-shops across department stores like Lifestyle and Broadway, and it has also tied up with 120 premium dealers and distributors across India.
“We believe EBOs are a strong channel for us because that’s where we can give our consumers the immersive experience,” she asserted.
The brand also has a presence across marketplaces like Amazon and Flipkart, and quick commerce platforms like Blinkit.
“Currently, quick commerce contributes around 5 per cent of our total revenue, and month-on-month, it’s growing at around 50-60 per cent. We see it growing to at least 2x within the next 6-8 months,” she asserted.
At present, the average order value for the brand online stands at Rs 5,500 and offline, it is Rs 6,500.
Currently, the brand has a presence across 2 broad categories – luggage and backpacks – offering 150 SKUs and plans to launch 50-60 new SKUs soon.
“Going ahead, we plan to enter new categories like travel accessories, sling bags, travel neck pillows, and a lot more,” she said.
The brand, which closed the last fiscal with Rs 47 crore in revenue, is planning to close this fiscal year with Rs 115 crore.
“We believe in scaling this brand profitably. We have achieved break-even within 2 years of operations in terms of our current revenue and contribution margin,” she concluded.
