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Maison D’ Auraine, a conglomerate with a bouquet of luxury brands in hair, beauty, and personal care under its umbrella launched the premium Dutch hair cosmetics brand, Keune in India.
Maison D’ Auraine will be responsible for the distribution, marketing, and brand building of this 100-year-old salon professional brand in India.
On partnership, Arpit Jain, founder & MD of Maison D’ Auraine said, “The idea is to democratise beauty and personal care space by making international products available to our Indian consumers by partnering with leading brands across continents.”
Keune has introduced its entire portfolio of 1,600 SKUs in India. The entire product portfolio of the family-owned Dutch brand will be available through Maison D’Auraine at more than 25,000 premium salons across India.
“During phase 1, we will be introducing the brand in 10,000 salons in 250 cities. Our objective is to reach 400 cities over the next 24 months and expand our distribution to 25,000 salons,” he said.
“In this financial year, we are looking at tier I and tier II cities. From next year onwards, we intend to penetrate into tier III, tier IV, and tier V cities in India,” he further added.
With Keune, the salon chain is eyeing Rs 180 crore distribution business during the first year of operations.
“The size of the premium professional market in India is pegged at Rs 4,000 crore and we intend to take 15 per cent of this size with Keune over the next two years,” he stated.
At present, salon services contribute to 70 per cent of the revenue of the salon chain and the remaining 30 per cent comes from retail.
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