Excluzen attracts luxury buyers with discounts

Do people who can afford to buy luxury goods look for discounts?

Though, it may sound a bit weird, one can assume that those who wish to buy high-end goods but can’t afford may go for luxury goods sold at a discounted rate. According to Excluzen, a new online luxury destination, that offers products ranging from travel, nightlife, gadgets, party-hosting services and even golf coaching at 20 to 40 per cent discount feel that it’s due to the discounts that the platform has caught the attention of the luxury shopper.

The web-platform launched in January 2012, has already witnessed as many as over 300 transactions in four weeks, mostly under the vertical of travel, electronics and fashion. The company attributes its success to the discount factor. The website provides offers from brands like Apple, Bang & Olufsen, Tag Heuer, Omega and Satya Paul at discounts depending on the category of the product.

Having 100 partners in brands at the moment, it is looking at expanding its portfolio by adding another 150 labels by the end of next fiscal. While 80 per cent of the brands are Indian for now, by next year, it is hoping to change the ratio of Indian to foreign brands to 60:40. The company on an average has been adding 5-7 partners every week. Going forward, it wants to be innovative in its approach by partnering with individual mehndiwallas (henna decorators), musicians and even women who make jewellery at home targeting to woo customers from major locations like Mumbai, Delhi, Punjab, Bangalore, Gujarat and Hyderabad.

Apart from the discount strategy, Excluzen has been doing below-the-line activities like arranging wine-tasting events, running online contests and offers on its Facebook pages to drive sales.