UK’s Metail partners with abof.com

UK-based online fashion retailer Metail has inked a two-year contract with Aditya Birla Group, which recently launched its online fashion portal abof.com. The Metail Experience will enable abof.com to use customer data that has not been tapped previously in order to use the data to deliver customized offerings to customers. Abof.com intends to use the data to create better fitting and apparel design in order to suit the unique size and fit body data that Metail can offer onabof.com.

Metail can offer this vital information to abof.com to enable the new garment retailer to make clothes that the customers find suiting their body needs better. This is Metail's first collaboration in Asia.

Aditya Birla Group already enjoys considerable retail presence in fashion through Madura Fashion and Pantaloons. Now the well-funded and experience offline retailer aims to give tough competition to online retail majors. Targeted at youth, the new online venture provides latest fashion styles, daily fashion dose and style tips along with curated collection of handpicked brands from across the world apart from its own brand abof.