Fashion Technology

FabAlley: An exclusive fashion destination for women!

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Women and fashion can never stay away from each other. We see a lot of online and offline fashion stores for them. FabAlley, one among them, which is creating differences in women’s fashion compared to other players.

FabAlley is an online fashion destination for taste-makers and trend-breakers all over the country. FabAlley was founded in 2012 by Tanvi Malik and Shivani Poddar, who quit their high-paying jobs in Titan Industries, Unilever, and Avendus Capital to follow their dream of entrepreneurship. They were hoping to fill the gap in fashion which was not available in India at affordable prices at that time. Four years down the line, their growth trajectory has led FabAlley to a profitable H1 2016–17. FabAlley claims to have recorded 100 percent annual growth since inception. FabAlley’s average order size is INR 1600, and they get 1,700–1,800 orders a day (more than 50,000 in a month). The name was inspired by all the rebellious, fashion-forward girls in India who shy away from the mainstream and shop at offbeat alleys, indie-chic nooks and quirky boutiques.

Alike all other fashion stores FabAlley is not for everyone. It is a specialized cool girls’ brand. Girls who know their fashion, but aren’t slaves to it. Girls who dress up for themselves without caring about fitting in or standing out. Girls who are body confident regardless of size. Girls who know they own every room they’re in. Girls who look beyond “so last season” or “so now”, to wear what they love in the best way possible – their own way.

In July 2016, FabAlley ventured into the offline segment through a tie-up with Central Mall — a multi-brand store operated by the Future Group. Currently, they have 25 outlets at Central Malls in cities like Gurgaon, Noida, Mumbai, Hyderabad, Patna, Ahmedabad, Surat, Hyderabad, Pune, and Lucknow and are targeting 45 more. FabAlley now has a 150- member team.

Recently, FabAlley has secured $2 million in a Series A round of funding participated by India Quotient, existing investor Indian Angel Network (IAN), angel investors Tushar Singh and Ranjan Sharma, and FAO Ventures. With the current funding the company wants to expand to more cities in the coming year. Besides marketing, brand building, strategic tie-ups, and endorsements, Tanvi said that they are planning to enter other large format chains along with starting their own exclusive brand outlets in the next 18 months.

Besides marketing, brand building, strategic tie-ups, and endorsements, Tanvi said that they are planning to enter other large format chains along with starting their own exclusive brand outlets in the next 18 months.

 

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