Department store Lifestyle collaborates with Flipkart to sell its private brands online

August 16, 2019 written by

Lifestyle International, the Dubai-based Landmark Group department store recently collaborated with Flipkart India to sell almost a dozen of its private brands on online platforms such as Jabong, Myntra, Flipkart, which combined, has a consumer base of about 160 million.

Mr Vasanth Kumar, Managing Director, Lifestyle stated that recent insights showed that many new customers were coming to fashion first through the digital platforms and then later through offline. He added that their current online and offline distribution was to 44 cities in the country. While speaking about the partnership he further said Flipkart’s reach across the country cutting through all demographics, psychographics and geographical segments, would speed up Lifestyle International’s growth into the online space and garner them a double-digit growth faster. The company was looking at a minimum of 15 per cent contribution to their business over the next five years, he said.

Their online platform at present, delivers 2-3 per cent of their total business and Lifestyle’s private labels include Melange, Forca and Ginger. According to Rishi Vasudev, Senior Vice-President and Group Head-Fashion at Flipkart, the Walmart-owned Flipkart Group holds a 77 per cent market share or fashion online with a rapid growth in tier II and III cities.

Vasudev stated that they will offer Lifestyle’s products as a first stage and later as a strategic partner, they will continue exploring opportunities to look at other beneficial arrangements such as consumer engagement loyalty programmes.

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