Aditya Birla Group’s Trendin will be a separate portal

Aditya Birla Group’s online retail platform, Trendin that sells brands such as Peter England, Louis Phillipe and Allen Solly will be divided into separate portals. The transition will take place in a phased manner when all the websites are up and running.

Trendin, the first e-commerce venture of the Group, was started three years ago and clocked in a gross merchandise value (GMV) of Rs 120 crores in the recent financial year.

There will be separate e-commerce websites for the Group’s five labels – Louis Phillipe, Allen Solly, Van Heusen, Peter England and People. This is all part of the company’s digital transformation journey. Ashish Dikshit, business head at Madura Fashion points out that the company doesn’t just want to offer multi-brand environment but a better opportunity for each individual brand with consumers. Trendin, however, will continue as Madura’s multibrand e-commerce site. It will remain as the single repository of the entire brand’s portfolio while individual brand sites will offer rich brand experience, consumer engagement and multi-channel commerce in line with the Group’s omni-channel strategy.

The Bangalore-based company which has a team of 100 employees working for the portal will now work towards building individual brand sites and work on the company’s e-commerce agenda.