Flipkart inks exclusive pacts for fashion business

BENGALURU: Flipkart is entering into exclusive licensing agreements with brands like Provogue, Swiss Military, Carlton London and Chemistry, among others as the online retailer looks to cement its leadership position in the fashion and lifestyle category.

The move is aimed at getting greater control on the product range and pricing of these brands, a company executive said. Flipkart, which also owns Myntra and Jabong, plans to manufacture some of the products for these brands which will be available only on its platform.

Rishi Vasudev, VP at Flipkart Fashion, said these partnerships would ensure that a broader range of products is listed under Flipkart-Assured, its newly launched programme that guarantees an overall better experience and quality .

Flipkart has also inked an exclusive brand tie-up with Peter England for PE shoes and Flying Machine, Vasudev said. In the fashion and lifestyle segment, footwear is one of the biggest revenue generators for the e-tailer.