Oban Fashions partners with Amazon Fashion to take Fruit of the Loom online

By

Maverick Martins

Published
Jan 30, 2018

Oban Fashions, a wholly-owned subsidiary of textiles major Rupa Group, has joined hands with Amazon Fashion for the exclusive launch of American brand Fruit of the Loom in India. 

The online retailer will offer Fruit of The Loom in over 350 styles from signature collections such as Better Basics, Unwind, Flex, Play, & Ultra Soft. The brand will be available in Amazon’s prime service, which also offers one-day delivery to customers.
 
In March 2017, Rupa Group has inked a deal with international brand Fruit of the Loom under Oban Fashions Private Limited to manufacture and market the brand in India.

Fruit of the Loom is the second international brand, which is produced and marketed in India by the Rupa Group, after French Connection.
 
With Rupa one of the leading players in the offline innerwear market in India and Amazon claiming a 90 percent growth in its innerwear and lingerie category in 2017, Fruit of the Loom is expected to further boost sales and rake in the moolah for both the firms.
 
Commenting on the partnership, Arun Sirdeshmukh, head, Amazon Fashion, India in a statement said, “We are excited to launch Fruit of The Loom exclusively on Amazon.in. Their decision to sell online exclusively with Amazon Fashion reiterates our leadership in this category both in terms of selection as well as units sold. We look forward to creating a positive growth story for Fruit of The Loom in the country."
 
“Fruit of the Loom and Amazon are companies that believe in keeping the consumer as the focal point of all innovations. This shared philosophy makes the companies a natural fit for each other and we look forward to combining our iconic products with Amazon’s reach to deliver value to our consumers,” added Siddhant Agarwal, director, Oban Fashions.
 
Rupa will position Fruit of the Loom as a premium brand and products will become available in 30,000 outlets over the next five years, as well as selling exclusively on Amazon.