High Street Essentials to expand into new international online markets

By

Isabelle Crossley

Published
Jun 28, 2021

High Street Essentials, parent of clothing brands FabAlley and Indya, plans to bring its brands to new international markets including Germany and Australia through online tie-ups. The business will focus on expanding Indya and FabAlley online in the near future. 

 
This year, High Street Essentials will launch its brands on Germany-based online platform Zalando to reach customers in the region, Fortune India reported. The business has also partnered with Australia-based online platform Iconic to retail in the region. The business recently began retailing its clothing lines in Dubai on online platform Namshi, in Southeast Asia with Singapore-based business Zalora, and in the US with Amazon. 
 
“We will be live on at least five or six key marketplaces and that covers almost 60%- 70% of fashion shopping online for the world,” High Street Essentials’ co-founder Shivani Poddar told Fortune India.

Due to the increased focus on online shopping caused in part by the pandemic, the business has decided to put its brick-and-mortar expansion plans on hold for the moment. The original plan was to increase the business’ store count from 33 to 50 but it will now wait until the pandemic has passed to revisit offline expansion.
 
“Online picked up really well for us,” said High Street Essentials’ co-founder Tanvi Malik about the brand’s performance in the 2021 financial year. “Once things opened out, we grew to levels which were 100%- 120% of previous years’ online sales.”
 
Along with focusing on and promoting its online business, High Street Essentials also responded to the pandemic by launching new product lines suited to lockdown life. Indya launched sustainable day wear ‘Earthen’ featuring relaxed silhouettes suitable for work-from-home dressing. Indya also launched a skincare line featuring Ayurvedic ingredients.