Popees Baby Care’s Bold Leap—95 India + 10 Dubai Stores!
Popees Baby Care, the beloved Indian baby fashion and care brand, is gearing up for a major Gulf expansion. With an impressive presence of 95 stores across India, the brand is now setting its sights on the Gulf region—planning to open 10 stores in Dubai as part of an ambitious international rollout. In this detailed coverage, we explore the brand’s journey, the strategy behind its Gulf push, and what this expansion means for parents and the babycare landscape.
A Strong India Foundation
Since launching in 2003, Popees Baby Care has grown steadily. As of early 2025, they have reached 95 stores in India, with a solid concentration in Kerala and other southern states. Recently, they inaugurated outlets numbered 83, 86, and 93 in key Kerala locations—such as Kollam, Thiruvananthapuram, and Kanjirappally—highlighting their aggressive growth footprint.
Their goal is to reach 118 stores by FY26, adding 42 new stores across Tamil Nadu, Karnataka, Andhra Pradesh, Telangana, metro cities, and other major Indian markets.
Why the Gulf? Understanding the Strategy
The decision to open 10 Dubai stores isn’t random; it’s rooted in strategic factors:
- Large Expatriate Market: Dubai and the surrounding Gulf region host a significant Indian diaspora that already trusts Popees.
- Affluent Consumer Base: High disposable incomes make the Gulf an ideal market for premium babycare products.
- Diversified Growth Goals: Complementing domestic expansion, Gulf stores are a stepping stone into broader Middle Eastern markets (e.g. Saudi Arabia, Bahrain, Qatar) and even beyond to Australia and the UK .
Shaju Thomas, Chairman and MD, emphasizes their commitment to quality, innovation, and retail-first strategy—strengths they believe will resonate well with Gulf shoppers.
What Parents Can Expect
Each Popees retail outlet offers a curated range of premium babycare products:
- Apparel: Cotton clothing for infants up to six years
- Personal Care: Baby oil, soap, wipes, shampoos, lotions, body wash
- Home Essentials: Towels, fabric wash
- Lifestyle Items: Toys, footwear, maternity wear, and more
While apparel continues to be a core offering, the brand is adding high-value toys (e.g., remote cars), footwear, and other accessories to diversify its SKU mix .
Human Touch & Brand Philosophy
Behind the brand is an inspiring personal journey. Founder Shaju Thomas overcame early challenges—launching the brand with a modest bank loan and scaling it to a ₹100‑crore+ business with 2,000+ employees across three manufacturing facilities .
Thomas says, “I am obsessed with quality… money is only secondary.” His story resonates—it’s not just business, it’s about delivering genuine care and premium products to families worldwide .
Gulf Rollout: What’s Next
- First Gulf Stores: Already operating in Dalma Mall, Abu Dhabi, and Sahara Centre, Sharjah—with a new 92nd store inaugurated in Sharjah in late May 2025, marking their second Gulf outlet
- Scaling in Dubai: The plan now includes 10 Dubai stores, with locations likely in major malls and key shopping districts.
- Beyond UAE: Expansion discussions are underway for Saudi Arabia, Bahrain, Qatar, and potentially Australia, UK.
Outlook: What This Means for the Market
Popees’ Gulf expansion signals a pivotal shift:
- Reflects India’s rising confidence in exporting homegrown lifestyle brands
- Increases competition in Gulf babycare retail—alongside global players like Carter’s, Mothercare
- Promises enhanced selection and convenience for parents via localized showrooms
- Sets a precedent for other Indian brands to go global, especially in high‑potential retail segments
Conclusion
Popees Baby Care’s journey—from a modest Indian startup to a rapidly expanding Gulf contender—is both strategic and heartfelt. With 95 Indian stores, 10 on the way in Dubai, and new outlets in Abu Dhabi and Sharjah, they’re poised to become a global babycare brand.
Their expansion is built on core values: uncompromised quality, authentic design, and heartfelt parenting solutions. As they bring their product promise to Gulf families, Popees Baby Care isn’t just opening stores—they’re weaving global connections rooted in trust and care.
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