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Mensa Brands eyes omnichannel growth for Dennis Lingo and Pebble, Retail News, ET Retail

Mensa Brands, a D2C house of brands is eyeing omnichannel growth of its acquired brands – Dennis Lingo and Pebble.

The brand aggregator, which became the fastest unicorn within 6 months of its launch, has registered more than 100 per cent year-on-year growth for these two brands through its technology-led vision, distribution expansion, growth hacking, brand building, and going offline.

Mensa Brands bought Dennis Lingo – a men’s casual wear brand – around 18 months ago and since then the brand has grown 6x in top line and continues to be EBITDA positive.

After the acquisition, Dennis Lingo – which used to sell only shirts – has forayed into new categories and offers products like T-shirts and trousers and is in the process of introducing footwear and accessories to become a complete men’s casual wear brand.

“We did growth hacking for Dennis Lingo where we evaluated what each platform – Amazon, Flipkart, Myntra, and Ajio – values for the organic visibility of the brand. Going ahead, we will be taking the brand offline in May by opening its first store in Mumbai,” said Ananth Narayanan, founder and CEO, Mensa Brands.

Whereas for Pebble, Mensa has observed 200 per cent growth since its acquisition in June 2022.

“We have also taken Pebble global and are selling in the Middle East and other countries. To grow and scale the business right, we partnered deeply with Amazon and Flipkart for Pebble – which used to be an offline-focussed brand,” he stated.

At present, Pebble products are offered to consumers via 150 distributors and are available at 8,000 touchpoints. Going ahead, Mensa plans to take the brand to 30,000 touchpoints over the next 12-18 months.

“The new launches of both the brands contribute to north of 30-35 per cent of our sales,” he added.

For Pebble, 50 per cent of the revenue of the brand comes from offline, 40 per cent from marketplaces and the rest 10 per cent comes from D2C.

“For the next year, smart devices for the home like smart cameras, smart locks, and smart lights are going to be a big push for Pebble, in addition to audio and smart wearables,” he said.

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