Consolidation led by the acquisition of Jabong in 2016 has not deterred the demand for vertically integrated companies or private labels in the fashion and lifestyle segment. LoveUPApperance or Lurap is one such vertically integrated company which entered the market last year and is looking at customised clothing for odd sizes. Established in January 2016, Lurap is involved in all the processes from making a garment to the customer service. Vidit Sehgal, co-founder and head of marketing at Lurap, explains: “Our venture offers a selection of style for over 21 different sizes from XS to 7 XL.”
Lurap works under two models—the customer can select an existing style from Lurap’s online catalogue or if they are unable to find the desired style online they can share a picture of the garment and the company will make a similar product for them in the customised size. “When an order is placed we make the patterns as per the customer’s preference which are stored for future use (if the customer comes back again). Once the pattern is ready, the fabric is sourced in-house, it is stitched and the quality check is done,” he says. As of May 2017, the company is shipping about 30 garments a day at an average ticket size of `2,700-3,000. It takes 15 days for the product to reach the customer but the company is working to cut the delivery time to seven days.
Apart from the metros such as Delhi, Mumbai and Bengaluru, the company is also getting a lot of orders from the North-East, Bhubaneswar, Ahmedabad, Patiala, and Jaipur. The company started in the US and Canada as it wanted to test the market first. Outside India, Lurap also has presence in Dubai, Australia, France, Finland, and the UK. Sehgal says, “About 20-30% of our orders come from outside India.”
In the offline space, Lurap is not keen on expanding into a brick and mortar model as inventory management for customised apparel has become difficult. However, it is looking at tie-ups with technology partners in UK where it can leverage technology to put a device at certain locations where people can browse and try the Lurap’s products virtually. Lurap is bootstrapped by the founders with investment of `2 crore since inception. The company is making gross margin of 50% on each garment; it is expected to be profitable by December 2017. In April the company clocked `15 lakh in revenues which is growing at 20-30% month-on-month.
In March, Lurap launched a service called Match My Size where it sends an executive from the company to the customer’s doorstep. Sehgal says, “The customer can hand them an old garment which fits them well and the pattern masters will take out the size from that garment.” Currently Lurap is not monetising from the service but it seeks to do so in the future. “The men’s version of Lurap will take a lot of technical indulgence which will take time. It should be operational by December 2018,” he adds, outlining future plans for the company.