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BW Businessworld

Online Fashion Brand Looks To Create Offline Presence Across India

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At a time when e-commerce biggies like Myntra and Flipkart are going off Web to "app-only" stage, three-year-old Bangalore-based fashion e-commerce venture BreakbounceStreetwear is confident of being as successful in the "offline" marketplace as it is across e-commerce platforms.
The company will be branching out into the traditional brick-and-mortar stores shortly.
BreakbounceStreetwear is a casual fashion wear brand which will be present nationally across multi-brand outlets and trade partners from 2016 apart from maintaining its presence on the e-commerce websites.
"Being available to our customers through the internet, as well as conventional physical retail set-ups, gives us greater reach. Certain customers prefer the convenience of online shopping while others like to physically verify what they are buying," says Sanjeev Mukhija, managing director at BreakbounceStreetwear.
Makhija has been in the textiles industry, garment manufacture and garment imports business for over 17 years.
BreakbounceStreetwear was launched in 2012 by partnering with leading e-commerce brands like Myntra, Flipkart, Jabong, Snapdeal and Amazon among others. The company claims to have raked in over Rs 35 crore in the last two-year period from online sales.
In terms of sales per square-feet per day (SPSFD), the company says it now ranks as one of the top-five casual brands with the highest repeat purchases compared to several other brands which retail on a platform like Myntra.
Additionally, it recorded one of the highest clicks-to-conversion ratios, as a fashion brand, on market-places like Flipkart.
BreakbounceStreetwear’s product range includes t-shirts, shirts, jackets, hoodies, sweatshirts, chinos, denims, shorts, belts, headgear, wallets, bags and footwear. The brand seeks to balance high-end product finishing and affordable prices, to cater to quality and brand conscious young buyers.
The company has identified this aggressive pricing strategy as a factor that places it at par with, if not beyond, other global fashion leaders who retail on the same Indian platforms.
"Given the considerable increase in demand, and the fact that consumers are becoming more trend conscious, quality conscious, and experimental, this is the right time to expand our market presence,” says Makhija. The brand’s USP is its Dutch craftsmanship inspired street-wear aesthetic.
The confidence of Makhija stems from the projected growth of the menswear market in India over next five years. The menswear market is expected to reach Rs 144,000 Crore mark by 2017.