Flipkart enters into licensing agreements with fashion brands to boost product line
BENGALURU,Sept5: Flipkart is entering into exclusive licensing agreements with brands like Provogue, Swiss Military,Carlton London and Chemistry, among others, as the online retailer looks to cement its leadership position in the fashion and lifestyle category.
The move is aimed at getting greater control on the product range and pricing of these brands, a company executive said. Flipkart, which also owns Myntra and Jabong, plans to manufacture some of the products for these brands which will be available only on its platform.
Rishi Vasudev, VP at Flipkart Fashion, said these partnerships would ensure that a broader range of products is listed under Flipkart-Assured, its newly launched programme that guarantees an overall better consumer experience and quality.
Flipkart has also inked an exclusive brand tie-up with Peter England for PE shoes and Flying Machine, Vasudev said. In the fashion and lifestyle segment, footwear is one of the biggest revenue generators for the e-tailer. “We are outsourcing the manufacturing of these products to different partners. Footwear has very high penetration online — close to 35% of the organised market. It has become the main channel for most brands to sell, so we have launched this exercise with footwear,” he said.
The latest move from the country’s largest e-commerce player comes at a time when it is approaching the festive season (a key period for major e-tailers in India), more so this time around as it fights Amazon.