Kalaari, Tata backed jewellery e-tailer Bluestone to add 100 offline stores

Bluestone's focus would be metros and tier-I since the target customers for the brand is millennial

PE-controlled and Bangalore-based online jewellery e-tailer Bluestone is planning to expand across the country with offline stores. The company is planning to open around 100 stores over the next two years.

After inaugurating company's new showroom in Chennai on Tuesday, Gaurav Singh Kushwaha, founder & CEO of Bluestone said that the firm is a product-oriented company hence marriage to one channel (e-commerce) alone wouldn't help.

"The company has opened five stores so far and plans to add another 100 in the next two years," he added.

While all the stores opened till now are owned by the company, going forward,