The online-first jewellery brand plans 20 stores in the next year, expands into higher-value categories and considers franchising to scale its omnichannel business.
Kicky & Perky is targeting 200 stores over the next three years as the online-first jewellery brand accelerates its offline expansion and builds an omnichannel business. The company plans to open 20 stores over the next year before exploring franchising to expand its retail footprint.
Currently, approximately 90% of the brand’s sales come from online channels and 10% from offline retail. Over the longer term, it aims to move towards a 70:30 offline-to-online sales mix, making physical stores a significant driver of customer acquisition, product discovery and revenue growth.
The initial expansion will focus on Delhi and Mumbai, with Hyderabad, Bengaluru, selected markets in Punjab, Pune and Varanasi also under consideration. The company is evaluating shopping malls and high-street locations, using target-customer concentration, neighbouring brands and online sales and conversion data to guide location selection.
Kicky & Perky plans to establish its first 20 stores through company-led expansion, test the retail model and standardise operations before introducing franchise partners. This phased approach is intended to establish a scalable operating model before faster expansion.
Product Expansion to Support Higher Sales
Alongside retail growth, the brand is broadening its jewellery portfolio across everyday wear, statement pieces and bridal collections. It is responding to consumer demand for versatile jewellery that complements different occasions and reflects personal style.
Silver and gold-plated silver are central to its bridal strategy, allowing the brand to offer elaborate designs without the weight associated with conventional gold jewellery. Products such as Chandbalis, bridal sets and bridesmaid sets could help increase average selling prices compared with smaller everyday pieces.
The company is also expanding into categories including hair accessories, nose pins and toe rings, creating more opportunities for repeat purchases.
Quick Commerce and Global Markets on the Roadmap
Kicky & Perky is exploring quick commerce as an additional distribution channel, with plans to identify products suited to rapid delivery. International expansion is another longer-term priority, with the brand aiming to build a global business around India’s gemstone availability and jewellery craftsmanship.
While the company has not disclosed absolute revenue targets or franchise investment requirements, it has emphasised financial discipline. Its ability to establish sustainable store economics, select effective retail formats and build standardised operations will be central to achieving its 200-store ambition.
Source: Based on publicly available reporting, with additional editorial adaptation and analysis.
