Multiplex chain Inox partners with Macmerise to launch apparel

By

Isabelle Crossley

Published
May 13, 2022

Multiplex chain Inox Leisure has joined forces with e-commerce retailer Macmerise to launch a line of merchandise which includes apparel, accessories, electronics, and homeware among other goods. 

As part of the partnership, Inox will retail licensed products for movies and sports as well as its own branded goods online and offline, ET Retail reported. Inox predicts that adding this new vertical to its business model will bring in $1 million in revenue in its first year of operations. 
 
“The first year, we want to slowly build the category and the community,” Inox Leisure’s chief sales and revenue officer Anand Vishal told the Economic Times. “So the two aspects, the two C's - creating the category and creating the community are going to be very critical for us.”

The business aims to harness its multiplex customer base and turn them into merchandise customers, seeing a big opportunity for cross-over. Inox had been planning to enter this segment for a while but launch plans were delayed by the pandemic. 
 
“For offline we won't be able to reach out and display at all 162 locations of our cinemas,” said Vishal. “But definitely we will be able to do that in the top cities in the top cinemas in the first phase. But at the same time, our online model is a very robust model in terms of delivery and logistics to give the best consumer experience.”