Chupps targets six exclusive stores and ₹25 crore turnover by March 2027
Mumbai-based comfort-footwear brand Chupps is scaling through 3,000-plus retail touchpoints, marketplaces and owned stores. The company, which sells about 100,000 pairs monthly, projects nearly 50% annual growth over the next two years.
What happened
Mumbai-based Chupps Footwear is scaling its open-footwear business through 3,000-plus touchpoints, marketplaces and owned stores. Backed by investor-advisor
Key facts
- Founded in 2019
- Presence across nearly 200 cities
- 30 distributors
- More than 3,000 retail touchpoints
- Around 100,000 pairs sold monthly
- 25-27% repeat purchase rate
- More than 300 SKUs
- Rs 699-1,500 price range
- Target annual turnover of Rs 25 crore
- Nearly 50% year-on-year growth projected over the next two years
- Exclusive stores planned to rise from 1 to 6
Why this matters
Chupps’ omnichannel expansion could make it a relevant partnership or acquisition candidate for footwear, retail-platform or consumer groups seeking an established comfort-footwear distribution network.
What to watch
- Timing and location of the next five exclusive-store openings.
- Monthly sales volume relative to the current approximately 100,000 pairs run rate.
- Evidence of store-level productivity, including footfall, conversion, average selling price and repeat purchases.
- Marketplace ratings, return rates and discount intensity versus comfort-footwear competitors.
- Retailer replenishment velocity across the 3,000-plus touchpoints.
- Whether turnover trajectory reaches a run rate consistent with ₹25 crore by March 2027.
- Any signs of working-capital strain, inventory build-up or delayed store launches.
- Prioritize store locations in high-footfall Mumbai and metro catchments where existing online demand and multi-brand sales can be converted into owned-store traffic.
- Use exclusive stores as fit, comfort and assortment-testing hubs, then feed winning styles into marketplaces and multi-brand retail.
- Strengthen replenishment planning by channel to avoid stock-outs in best-selling sizes and excess inventory in slower storefronts.
- Expand loyalty, WhatsApp and CRM-led repeat purchase programs to raise customer lifetime value and reduce dependence on marketplace discounting.
- Negotiate improved retailer terms and supplier capacity as monthly pair volumes rise, protecting gross margin during expansion.