Beauty and personal care brand Plum has announced plans to open 50 exclusive branded outlets by 2023.

Beauty and personal care brands born on the internet are rapidly setting up retail stores and selling through supermarkets and neighbourhood shops, as they sense the vast potential of the offline sales channel. Among the early movers: direct-to-consumer (D2C) brands such as Plum, mCaffeine, Mother Sparsh, MyGlamm and The Man Company.