Lifestyle International partners with Flipkart to retail fashion online

By

Isabelle Crossley

Published
Aug 8, 2019

Lifestyle International has partnered with Flipkart and will retail a number of its private label fashion brands on Flipkart and its two fashion marketplaces Myntra and Jabong to allow the business to reach more customers. 

Lifestyle, which is owned by the Dubai-based Landmark Group, runs a number of private label fashion brands. Through its new partnership with Walmart-owned Flipkart Group, the business will now retail a number of brands, including Ginger, Melange, and Forca, on Flipkart’s three online platforms, ET Retail reported. 

“Recent insight shows that a lot of new customers are coming to fashion first through online and then offline,” Vasanth Kumar, Lifestyle’s managing director, told ET Retail.

“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 e-commerce space and get us a double-digit growth faster. We are looking at at least a 15% contribution to our business over the next five years.”

As Flipkart’s combined consumer base is 160 million shoppers, the partnership will allow Lifestyle International to reach many new potential customers.

“We will offer Lifestyle’s products as a first stage,” said Flipkart’s senior vice president and group head of fashion.

“Then as a strategic partner we will keep exploring opportunities to look at other beneficial arrangements like consumer engagement and loyalty programs."