This festive season, Flipkart partners with Urbanic to bring global fashion to consumers

In preparation for the festive season and the much-awaited Big Billion Days, e-commerce marketplace Flipkart has announced a partnership with Urbanic, a London-based Gen Z fashion brand, to bring a wide range of global fashion to young consumers across India.

A stylish collection of almost 1,000 unique styles will be available to a growing registered customer base of over 350 million — from metros to tier 2 and 3+ regions. The partnership with Urbanic is the first of several exciting launches lined up for this season for Flipkart.

The partnership with Flipkart enables Urbanic to democratise fashion by reaching out to a wider array of shoppers through Flipkart’s reach in smaller towns and cities. This launch aligns with Flipkart’s priority to continuously expand its fashion portfolio and make the latest trends accessible to fashion-seekers across the country.

Consumers can choose from a range of styles across categories, including apparel and loungewear. Priced from Rs 299, the Urbanic selection includes tops, denims, winter wear, lingerie and swimwear; and is available on Flipkart. Urbanic’s growth vision is tied to engaging more shoppers in India through this partnership with Flipkart.

Nishit Garg, Vice-President, Flipkart Fashion, said, “Fashion plays a key role in onboarding new consumers during the festive season for Flipkart, and we believe this launch is going to grow our Gen Z customer base. Fashion needs have evolved in different ways this past year, and global styles continue to be a big influence as we prepare for this much-awaited season. We are happy to announce the launch of Urbanic on Flipkart, which is one of our biggest fashion partnerships this year. We believe the latest styles should be made accessible to every aspiring consumer across the country.”

He added, “We will continue to play a role in equalising fashion trends and bridging the gap between customers in metros and Tier 2+ regions. Another step in this direction was the recently launched ‘Trend Stop!’ - an in-app curation of over 55,000 latest youth styles in partnership with smaller labels, which has witnessed great success. We will be collaborating with the best in the industry to grow our youth fashion portfolio, and this partnership with Urbanic is in line with this vision.”

Rahul Dayama, Head of Marketing, Urbanic, India, said, “It's a great opportunity to collaborate with Flipkart and bring Urbanic’s edgy, uber chic and in-vogue collection onto India’s best shopping destination. Through this partnership, we aim to scale our reach and leverage Flipkart’s reach across the length and breadth of the nation and their technology to give our community of style icons a superior digital shopping experience.” 

James Wellwood, Partner at Urbanic, London, added, “We want to make sure that all individuals have equal access to fashionable and trendy outfits that Urbanic provides at an affordable range.”

This is being initiated via a two-fold partnership strategy — one, with youth-focused brands (international and domestic) that are seeking to engage a wider audience pan-India. In alignment with this, Flipkart announced a partnership with Urbanic. The second part of Flipkart’s youth fashion-focused strategy is insight-led collaborations with smaller homegrown labels.

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