Mumbai: Noel Tata-led Trent has added a standalone format, called Zudio Beauty , to its line of stores which will compete with the likes of Hindustan Unilever 's Elle18, Sugar Cosmetics, Health & Glow and Colorbar in the country's mass-priced beauty segment . "The new concept store is part of its strategy to tap into the affordable beauty space as most of the rivals from Reliance , Nykaa and Shoppers Stop are focussing on premium and luxury categories," said two executives aware of the development. "The first store has opened in Bengaluru and Trent is planning to add more outlets in top cities, including Gurugram, Pune and Hyderabad.
" Tata, which founded India's first beauty brand Lakme-which was later sold to HUL-is already into the beauty segment with a high-end cosmetics store format - Tata Cliq Palette. Zudio has been a runaway success for the company and now among the biggest apparel brands in the country. Since its inception in FY17 within Star stores, Zudio has seen considerable expansion, and its success has been aided by an exclusive design portfolio and a low gross margin of 35-40%.
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