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Urbanic shifts focus to direct-to-customer retail in India

Western wear brand Urbanic will retail with a direct-to-customer model in India moving forward. As part of the British brand’s move to exit from marketplaces in regions where it operates, Urbanic will delist its products from multi-brand e-commerce platform Flipkart in India.

Urbanic’s main target audience is Gen Z shoppers in Tier 1 cities – Urbanic India- Facebook

“As part of our global brief, we have been asked to focus completely on our platform and developing our own community, developing everything on Urbanic,” said Urbanic India’s head of marketing Rahul Dayama, Livemint reported. “In the future we might take a few decisions but again the speed at which we want to grow right now, I think our platform is more than enough for us… We were always a direct-to-consumer platform right from the start. I think partnering with Myntra was something which we wanted to do to reach more pin codes.”
Urbanic is based in London, UK and specialises in online fast fashion catering to markets in India and South America, according to the brand’s Linkedin page. The business launched in 2019 and first entered the Indian market with its own mobile app. In 2021, Urbanic partnered with Walmart-owned Flipkart to retail on its e-commerce store as well as with its fashion arm Myntra. 

The next step for Urbanic is to launch a dedicated e-commerce store for the Indian market which will operate in addition to its mobile app. As India accounts for approximately half of Urbanic’s total revenue, the market is a significant one for the brand and it is keen to take over full control of its customer interactions in the region. 

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