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.
D2C retention roundtable: Sleep Company is 80% offline with 45% new-customer conversion, expanding into sofas; Richfield pivots from clinics to hair/skin D2C versus Traya, Pilgrim; Pepe Jeans lifts offline repeat purchase 34% to 37%, targeting 45%.