Fashionara adopts flash sales-based format

While popular ecommerce players are struggling to race ahead, fashion retailer Fashionara Enterprises has changed its business model to turn into a flash sales-based format. The aim is to be different from its rivals such as Flipkart-Myntra, Jabong.com and Amazon India.

Launched in 2012, Fashionara, which started flash sales late last year, has now moved to the new model this year. The e-commerce company holds daily sale on products that are discounted anywhere between 40 percent and 70 percent. The company has partnered with over 1,100 brands, like Wrangler, Lee, Clarks and United Colors of Benetton and about 100 international brands, with whom, the company has formed an exclusive tie-up.

The Bangalore-based company sells premium fashion and lifestyle products with average billing size of Rs 1,500- Rs 2,000 per transaction. The company has said to have got an investment of 15-20 million dollars (over Rs 90-120 crores) from Lightspeed Ventures and Helion Ventures in December 2013, which is being invested in improving consumer experience as well as expanding the product basket.