Lifestyle International and Flipkart join hands to sell the retailer’s private labels online

by Apparel Resources News-Desk

09-August-2019  |  2 mins read

Lifestyle store
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Lifestyle International is looking at diversifying their omni-channel presence in the market!

And, so it has partnered with Walmart-backed e-commerce giant, Flipkart, wherein the company plans to sell a dozen of its private labels on the e-tailers’ various platforms like Myntra, Jabong and Flipkart, which boast a combined consumer base of 160 million.

Lifestyle India has made the choice of collaborating with Flipkart because of its impressive hold on the market.

Currently, the store’s online portal accounts for only 2 to 3 per cent of their business, while Flipkart Group holds a 77 per cent market share in online fashion with a rapid growth in tier-2 and -III cities, as told by Rishi Vasudev, Senior Vice President and Group Head-Fashion, Flipkart.

“Recent insight shows that a lot of new customers are coming to fashion first through online and then offline,” said Vasanth Kumar, Managing Director, Lifestyle owned by Dubai-based Landmark Group.

He also added that “Our current online and offline distribution is to 44 cities in India. With Flipkart’s pan-India reach covering all segments, psychographics, demographics and geographical sectors, this partnership can leapfrog us into the ecommerce space and get us a double-digit growth faster. We are looking at at least a 15 per cent contribution to our business over the next 5 years.”

Shoppers Stop already has a similar partnership with Amazon, which also owns about 5 per cent in India’s oldest multi-brand outlet.

Future Group launched its private labels ranging from Koryo in electronics to Lee Cooper, Converse and FBB brands in apparel on Amazon’s market place earlier this year.

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