Trendin to launch mobile app to tap smartphone users

Trendin.com, the online venture of Aditya Birla Group-owned Madura Garments, is working with start-ups specialising in analytics to launch a smartphone app. The move comes at a time when leading fashion portal Myntra shut its portal to become app-only format.

Madura Fashion and Lifestyle owns and sells apparel under labels such as Louis Philippe, Allen Solly, Van Heusen, Peter England and People through its 1,735 stores. The online venture of the company is working with start-ups such as Infinite Analytics, Streamoid, Unbxd and CloudCherry, among others, to strengthen its data analysis, recommendation and personalization and cloud capabilities to strengthen its backend and technology base.

Trendin is all set to launch its mobile app in the next two weeks, while the company would utilize Madura’s strong store network to promote the online platform. The company already uses the stores for pick-up of returned goods in four cities: Bangalore, Jaipur, Delhi and Mumbai, and completes the refund cycle in about four-and-a-half days. It is working with logistics partners to lower the present delivery time of 24 hours in Bengaluru, where Madura has two warehouses, and 48 hours in major cities.