Label Life will sell its merchandise on Myntra, Jabong, and the Gulf-based fashion portal Namshi. With this the fashion and lifestyle e-tailer has moved away from its earlier strategy of retailing only through its direct online and offline channels. As Label Life looks to reach smaller towns and cities across India, it has also been experimenting with pop-up stores at various coffee shops and venues across cities like Indore, Bhubaneswar, and Raipur. Customer repeats drive 70 per cent of the company’s revenue, which also indicates a need for the brand to expand its reach and drive new customer sales. The rising cost of online marketing on Instagram, Facebook and Google to drive traffic, which may or may not convert into paying customers, is a key reason for brands to list on marketplaces, a move that they’ve been resisting to keep their user experience differentiated.
The Mumbai-based online brand, founded in 2013, aims at hitting Rs 100 crores in sales next year, with 70 per cent of it coming from online channels. It closed fiscal 2018 with gross sales of Rs 50 crores. In the same period, the company’s revenue stood at Rs 15.5 crores on a loss of Rs 7.8 crores.