D2C brands double down on stores: Sleep Company hits 80% offline, Pepe lifts repeat rate to 37%
At an India D2C roundtable, Sleep Company revealed 80% of revenue now comes offline with 45% new-customer conversion and 12-minute store proximity in Bangalore. Pepe Jeans grew offline repeat purchase from 34% to 37% (targeting 45%), while Richfield pivots clinics into a hair/skin D2C play against Traya and Pilgrim.
What happened
The Sleep Company · D2C retention roundtable: Sleep Company is 80% offline with 45% new-customer conversion, expanding into sofas; Richfield pivots from clinics
Key facts
- 80% offline revenue share
- 12-minute store proximity in Bangalore
- 45% new-customer store conversion
- 25% overall conversion
- 8 mattress models vs 35 at Sleepwell
- 20% sales from 180+ day leads
- Pepe offline repeat: 34% FY24-25 to 37%, 45% target
- Pepe online business 4 years old
Why this matters
Pure-play digital D2C targets are repricing downward while omni-capable brands and clinic-to-D2C pivots like Richfield open acquisition windows against Traya/Pilgrim incumbents.