Department store chain Shoppers Stop will stock and sell direct-to-consumer brands from the GOAT Brand Labs’ portfolio, as per statement.
The collaboration will enable GOAT Brand Labs’ direct-to-consumer lifestyle brands to leverage Shoppers Stop’s powerful pan India omni channel presence and its in-depth sector-specific expertise to assist young brands in scaling and growing at a faster pace.
“It will also enable the two entities to draw upon each other’s strengths to effortlessly serve India’s growing and evolved customer base,” the companies said in a statement announcing the partnership.
GOAT brands have a unique set of D2C brands that will appeal to a younger audience and help Shoppers Stop onboard new customers, said Venu Nair, Customer Care Associate, MD and CEO at Shoppers Stop Ltd.
As a part of this collaboration, lifestyle women’s brands such as The Label Life and Abhisthi, will now be available at Shoppers Stop stores and websites, followed by TrueBrowns, amongst others.
Tiger Global-backed GOAT Brand Labs works as an aggregator of direct-to-consumer brands. In June, the company raised US $50 million in fresh capital from new and existing investors.
New investors who invested in the Series A1 round include Winter Capital, 9 Unicorns, Venture Catalysts, Vivriti Capital and Oxyzo, G Brand Labs said in a statement in June.
The company’s portfolio of direct-to-consumer brands includes The Label Life, a celebrity-styled lifestyle brand, Voylla, a fashion jewellery brand, True Browns and Abhishti, an Indianwear brand, Frangipani, a childrenswear brand, Neemli and Nutriglow, a beauty and skin care brand and Doggie Dabbas, a petcare brand.
The company has also purchased long-term rights for Pepe Inner fashion.
