Smytten opens 9th MINIS store in Hyderabad, targets 50 South India outlets by 2027

Trial-format beauty retailer Smytten launched its ninth 'World of MINIS' store in Kukatpally, stocking 400+ BPC brands including The Derma Co, Pilgrim and Dot & Key. The company is scaling to 50 South India outlets by 2027 and 150+ nationally, with imminent launches in Chennai, Vizag, Hubballi and Bengaluru.

— Source publishedWed, 24 Jun, 2026, 08:58 IST·First seen Wed, 24 Jun, 2026, 14:16 IST·Source IMAGES Business of Fashion

What happened

Smytten opened its 9th 'World of MINIS' trial-format store in Kukatpally, Hyderabad, stocking 400+ beauty and personal care brands. The company plans 50 outlets

Key facts

  • 9th store
  • 150+ planned stores
  • 400 brands
  • 30 million consumers
  • 2,800 brands
  • 50 outlets by 2027

Why this matters

Smytten is consolidating shelf access for emerging D2C BPC brands like The Derma Co and Pilgrim—an early partnership or distribution tie-up here could lock in regional reach before competing retailers replicate the format.

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