Smytten has expanded its offline retail network to 16 stores across 9 states and 11 cities with the opening of new stores at Inorbit Mall, Hubballi, and LuLu Mall, Lucknow.
The latest openings mark Smytten’s first stores at both Inorbit Mall and LuLu Mall, further strengthening the company’s strategy of taking its trial-led product discovery proposition from digital platforms into physical retail environments.
The expansion comes as Smytten continues to develop its offline stores as spaces where consumers can discover, try and purchase products while brands can directly engage with shoppers and collect real-world consumer feedback.
Smytten Reaches 16 Stores Across 9 States and 11 Cities
With the addition of Hubballi and Lucknow, Smytten now has an offline presence across:
- 16 stores
- 9 states
- 11 cities
The expansion demonstrates the company’s push beyond a purely digital product-discovery model and into physical retail.
Smytten’s stores are designed around the idea of allowing consumers to experience products before making a purchase decision, creating a bridge between online discovery and offline trial.
The latest stores in Hubballi and Lucknow add two new retail touchpoints to that growing network.
Smytten Opens at Inorbit Mall, Hubballi
Smytten has entered Hubballi with a new store at Inorbit Mall, marking its first location at an Inorbit property.
The Hubballi expansion is significant for Smytten’s strategy of reaching consumers in emerging urban markets.
In a recent company update, Smytten described Hubballi as a growing consumer market in North Karnataka where consumers increasingly have access to the same trends and products as shoppers in larger cities, while physical access to premium products can remain comparatively limited.
The new store brings Smytten’s trial-led retail proposition to consumers in the city, allowing shoppers to explore products physically rather than relying solely on digital discovery.
Inorbit Malls has also confirmed Smytten as one of its latest additions at Inorbit Mall, Hubballi.
Smytten Strengthens Lucknow Presence with LuLu Mall Store
The company has also expanded into Lucknow with a store at LuLu Mall.
The Lucknow opening strengthens Smytten’s presence in one of North India’s major consumption markets and adds another large-format retail destination to its offline network.
The LuLu Mall location provides Smytten with an opportunity to engage consumers in a high-footfall shopping environment while giving brands another physical channel for product sampling, discovery and consumer engagement.
Smytten’s wider retail strategy has increasingly focused on bringing its digital trial-and-discovery proposition into malls and physical retail destinations.
From Product Trials to Physical Consumer Discovery
Smytten has built its proposition around the “try before you buy” model.
Its digital platform allows consumers to discover trial-size products across a broad range of categories before committing to full-size purchases.
The company’s current platform spans more than 250 lifestyle categories and features products from more than 1,200 global and homegrown brands, according to its public company profile.
Its categories include:
- Skincare
- Makeup
- Haircare
- Fragrance
- Bath and body
- Personal care
- Grooming
- Health and wellness
- Food and beverages
- Mom and baby care
- Pet care
- Lifestyle products
The offline stores extend this discovery proposition into physical retail, allowing consumers to interact with products in a real-world environment.
Smytten’s World of MINIS Retail Format
A key part of Smytten’s offline strategy is its World of MINIS concept.
The format is built around curated collections of mini and trial-sized products, allowing shoppers to explore different products and brands without immediately committing to full-size purchases.
Smytten has previously described the format as a platform for consumers to discover and sample products, while brands can use stores for curated product selections, sampling experiences and co-branded activations.
Its Hyderabad store, for example, was launched around the World of MINIS concept and featured products from more than 400 brands across beauty, grooming, personal care, wellness and lifestyle categories.
Smytten Stores Are Becoming Consumer Insight Hubs
The latest expansion also highlights a broader change in the role of Smytten’s physical stores.
The company says its stores are evolving beyond conventional retail destinations into consumer experience and insights hubs.
For consumers, the stores provide opportunities to:
- Discover new products
- Try products before buying
- Compare products and formats
- Experience products physically
- Provide direct feedback
- Discover emerging and established brands
For brands, the stores can provide opportunities to:
- Generate product trials
- Meet consumers directly
- Demonstrate products
- Gather consumer feedback
- Test products in real-world environments
- Create in-store activations
- Understand consumer reactions
This creates a two-sided retail model in which the physical store serves both the consumer and the brand ecosystem.
Smytten Targets 1 Lakh+ Store Footfalls in October
Smytten is also projecting significant consumer traffic across its growing store network.
The company expects more than 1 lakh consumer footfalls across its stores in October, with the number projected to increase to more than 1.5 lakh in November.
The expected increase in footfall indicates the scale Smytten is targeting as its offline network expands across cities and states.
For brands participating in the physical retail ecosystem, growing footfall can create additional opportunities for product trials, consumer engagement and feedback collection.
Connecting Digital Discovery with Offline Retail
Smytten’s offline expansion forms part of a broader omnichannel strategy.
The company’s digital platform already focuses on product trials, discovery, reviews and shopping. Its physical stores extend that journey into real-world environments.
This creates a connected consumer journey:
Discover → Try → Experience → Give Feedback → Purchase → Re-discover
For categories such as beauty, skincare, fragrances and personal care, the ability to experience a product physically can play an important role in the purchase decision.
Smytten’s physical retail strategy therefore complements rather than replaces its digital discovery ecosystem.
Smytten’s Growing Role in Brand Discovery
Smytten has positioned itself at the intersection of consumer discovery, product sampling, e-commerce and brand engagement.
The company’s public profile describes Smytten as a product trial and discovery platform serving more than 20 million users and working with more than 1,200 brands across 250+ lifestyle categories.
Recent offline expansion indicates that the company is extending this proposition into physical retail, giving brands more opportunities to put products directly in front of consumers.
Earlier in 2026, Smytten announced plans to significantly expand its offline network, including a target of more than 150 stores. The company also outlined a South India strategy targeting 50 stores across the region by 2027.
Why Hubballi and Lucknow Matter
The expansion into Hubballi and Lucknow reflects Smytten’s effort to reach consumers beyond India’s largest metros.
Hubballi gives the company another physical touchpoint in North Karnataka and strengthens its South India expansion.
Lucknow adds a major North Indian consumption market to the network and places Smytten inside one of the region’s prominent mall destinations.
Together, the two launches demonstrate how experiential and discovery-led retail is expanding into a wider range of Indian cities.
What Smytten’s Offline Expansion Means for Brands
Smytten is also opening its physical stores to brands seeking direct consumer engagement.
The company has indicated that dedicated spaces within its stores can be used by brands to showcase products and engage directly with consumers.
This creates opportunities for brands to move beyond traditional advertising and put products directly into consumers’ hands.
For emerging brands in particular, physical trial can provide a way to generate awareness, collect feedback and understand consumer responses before or alongside broader distribution.
Smytten Retail Expansion: Key Numbers
| Metric | Current / Planned Scale |
| Offline stores | 16 |
| States | 9 |
| Cities | 11 |
| October projected footfalls | 1 lakh+ |
| November projected footfalls | 1.5 lakh+ |
| Lifestyle categories | 250+ |
| Brands on platform | 1,200+ |
| Offline expansion ambition | 150+ stores |
| South India target | 50 stores by 2027 |
Conclusion
Smytten’s latest openings in Hubballi and Lucknow take its offline footprint to 16 stores across 9 states and 11 cities.
More importantly, the expansion reflects the evolution of Smytten’s physical retail strategy from simply selling products to creating environments centred on trial, discovery, experience and consumer insights.
With projected store footfalls of more than 1 lakh in October and 1.5 lakh in November, the company is building a physical network that can serve consumers while also providing brands with direct opportunities to generate trials and understand shopper responses.
As Smytten continues to add cities, its stores are increasingly becoming physical extensions of its digital product-discovery ecosystem — connecting consumers, products and brands through real-world experiences.
Frequently Asked Questions
How many Smytten stores are there now?
Following the latest openings in Hubballi and Lucknow, Smytten says its offline network has reached 16 stores across 9 states and 11 cities.
Where has Smytten opened its latest stores?
The latest stores have opened at Inorbit Mall in Hubballi and LuLu Mall in Lucknow.
What is Smytten’s World of MINIS?
World of MINIS is Smytten’s physical retail concept centred on mini and trial-sized products, allowing consumers to discover and experience products before purchasing full-size versions.
What products are available through Smytten?
Smytten covers categories including beauty, skincare, makeup, haircare, fragrance, grooming, wellness, food and beverages, mom and baby care, pet care and other lifestyle categories.
How is Smytten different from a conventional retailer?
Smytten combines product discovery, trials, shopping and consumer feedback. Its stores are designed not only for transactions but also for product experience and consumer engagement.
What footfall is Smytten expecting across its stores?
Smytten expects 1 lakh+ consumer footfalls in October and 1.5 lakh+ in November across its offline stores.
Can brands showcase products inside Smytten stores?
Yes. Smytten has indicated that its stores include dedicated spaces where brands can showcase products and engage directly with consumers.
Is Smytten expanding further in India?
Yes. Smytten has been expanding its offline network across multiple cities and has previously outlined an ambition to build a significantly larger physical store network, including more than 150 stores.