Lifestyle International in deal to sell goods from Max Retail on Flipkart

KOLKATA /MUMBAI: Dubai-based retailer Lifestyle International has entered into a deal with Flipkart to sell goods from its value fashion format Max Retail online exclusively on the latter’s portal, joining a rising list of brick-and-mortal retailers forging alliances with online rivals.

Despite being the most vociferous critics of ecommerce players’ deep-discounting strategy, a clutch of top offline retailers have in the last couple of months made deals with online counterparts — Future Group with Amazon, Tata-owned electronics chain Croma with Snapdeal, Amazon and Ebay, FabIndia with Myntra and Viveks with Ebay — to expand their reach. Max is targeting nearly 5%-6% of its sales through this collaboration.