The Label Life
National, May 08, 2019
Direct-to-consumer lifestyle brand, The Label Life has entered into a partnership with Indian marketplaces Myntra and Jabong and the Gulf’s biggest fashion marketplace Namshi to sell its merchandise in a strategic move from selling only on their website www.thelabellife.com. Adding to this expansion, The Label Life styled by Editors Sussanne Khan, Malaika Arora and Bipasha Basu have also announced a partnership with around 12 MBOS store-in-stores across Tier-1 and Tier-2 cities in India with Project Eve.
Their Flagship store in Mumbai has seen a steady growth in walk-ins and a conversion rate of 60% in spite of being situated in a non-high street area. They have just opened a 400 sq. ft. spot at Select Citywalk in Delhi albeit a pop-up and have finalised a permanent spot in High Street Phoenix in Mumbai and Forum Mall in Kolkata. Hyderabad, Pune and Ahmedabad are in the pipeline after a long process of data mining and conversations with their loyal customer base.
Founder and CEO, Preeta Sukhtankar says in a press statement, “Over the past 3 years our growth and reach has been directly through our online business and our only flagship store in Bandra. Today, we are looking forward to reaching millions of women in Tier 1- Tier 3 cities as well through our partnership with Myntra and Jabong.”
The Label Life has over a million followers across social media with 20% subscribers from the Middle East, making Namshi an obvious partnership in the UAE. Since women in the UAE have similar body shapes and style preferences as women here, The Label Life’s collaboration with Namshi.com will fulfil an existing demand for the celebrity-styled collections. The Myntra-Jabong move is to ensure we reach the Label Life customer across India who is also part of the wide loyal customer base of the marketplaces.
“The Label Life has been gunning to be the only Indian homegrown brand being built natively online thus far. Now that the brand story is strong - we would like to be known far and wide hence the move to scale both online and offline but with strategic and handpicked partners of course.” says Preeta.
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