Fashionandyou undertakes revamping exercise

Most e-commerce platforms are initiating various measures to remain

in competition. While biggies like Flipkart and Amazon have gone way ahead of their rivals, flash sale site Fashionandyou, an e-commerce company incubated by Smile Group, is working on changing the look of its website by introducing new functionalities. After raising 10 million dollars (over Rs 60 crores) from its existing investors-- Sequoia Capital, Smile Group, Norwest Venture Partners, Intel Capital and Nokia Growth Partners, the company plans to invest in technologically upgrading its e-platform.

There are several steps, the company has planned to reach its target consumer base in a robust manner. Though the overall product-category mix will remain the same with 16 main categories and 34 sub-categories, the focus would be on expanding its merchandise making international brands, a part of its portfolio. To achieve this, Fashionandyou will create sourcing hubs in the US, Europe and China after identifying key alliances in these regions. It also plans to launch it own mobile application to cater to the rising m-commerce base.

The company will also open three fulfilment centres in Bhiwandi (near Mumbai), Bangalore and in Gurgaon (New Delhi-NCR). This would not only crunch the timelines by 5 to 7 days but also as a part of long-term initiative most of the sales would be dispatched within 12-24 hours of time.