Elitify to introduce a range of global fashion brands

By

Isabelle Crossley

Published
Jul 2, 2018

The Gurgaon based fashion website Elitify is bringing in a host of international brands, some of which will retail exclusively from its site in India, and will focus more on luxury than discounting moving forward.

Elitify, which launched in 2012 as a discount luxury fashion website, is currently expanding its range of international fashion brands. As part of this, the business launched the brand Loft as an “Elitify online exclusive” on June 29.

Following this, Elitify will be launching a number of other brands including Banana Republic, Express Clothing, Lucky Brand, New York and Company, and White House Black Market among others. With this new addition of more international fashion brands, the website will be moving away from its model of discounting all stock. With its new strategy, Elitify will still offer discounts on many items but will also carry full priced stock.

The business’ CEO, Ritesh Srivastava, told Fashion United that the site will turn its focus to customer experience and luxury ahead of discounting. Naming India as in the world’s top three luxury purchasers along with the US and China, Srivastava is confident that the online business will tap into this market, aided by an array of new and exclusive brands.