Direct-to-consumer (D2C) fashion brands are seeing a sharp uptick in the number of daily orders fulfilled via their own quick delivery networks, driven by increasing consumer preference for rapid access to trendy clothing. Brands such as NEWME, Snitch and Libas have reported a rise of 12-50% in daily quick orders since piloting this model, and are now turning to offline retail outlets as micro-fulfilment hubs to meet the growing demand.
Hybrid fulfilment models gain traction
Ethnic and fusionwear brand Libas, which began testing direct quick deliveries in April, is already seeing 40-50% of daily store orders fulfilled via this route. Currently, about 30% of its offline stores double up as micro-fulfilment hubs, chosen based on the ability to balance footfall and fulfilment efficiency. “This hybrid model (hub+store) allows us to maximise the utility of existing infrastructure and workforce while enabling faster stock rotation, maintaining freshness of merchandise, and unlocking multiple avenues for inventory liquidation. It also leads to better capital efficiency as stock serves both offline customers and quick commerce orders, ensuring higher inventory turnover and optimised fund utilisation,” said Arun AB, VP-EBOs, Libas.
Bengaluru-based menswear brand Snitch is also seeing traction in its quick delivery programme. Around 12-15% of its daily online orders in the city are now fulfilled via this model. Of its 68 outlets nationwide, 13 stores in Bengaluru serve as active micro-fulfilment hubs, ensuring deliveries are made within 60 minutes or the same day depending on location and order timing. “Hybrid stores enable our retail footprint to double up as a strategic supply chain asset,” said Siddharth Dungarwal, founder, Snitch. The firm is also looking at setting up dark stores in high-demand zones to supplement its hybrid store approach without affecting the walk-in experience.
At each of Snitch’s hybrid stores, two-three staff members are dedicated to handling fulfilment, while the rest focus on in-store retail. Approximately, 100-150 sq ft of retail space per store is carved out for housing inventory meant exclusively for quick delivery.
Direct fulfilment over aggregators
Although several of these D2C brands are also present on aggregator platforms such as Zepto, Blinkit, Flipkart Minutes and Myntra Now, the push for direct fulfilment is being driven by improved unit economics and greater control over logistics.
Brands such as DaMENSCH, Lenskart, Epigamia, Clinikally, Supertails, Ultrahuman, Sepoy & Co, Mondelez, Allter and Mymu have also entered the direct q-commerce space.
Fast fashion player NEWME launched its 90-minute delivery service in Delhi-NCR last September and has recently rolled out a 60-minute version in Bengaluru under the name NEWME Zip. It is optimistic about its impact on order volumes.
“We think this should become 12-15% of overall daily orders very soon,” said Sumit Jasoria, co-founder and CEO, NEWME. Three of NEWME’s Bengaluru outlets currently function as micro-fulfilment hubs, and a fourth is expected to go live shortly. In addition, the company operates two dedicated dark stores in the city.
Even as brands expand their direct fulfilment infrastructure, investor attention is also turning towards quick fashion aggregator platforms that promise faster delivery and convenience features like try-at-home. Mumbai-based KNOT, which offers 60-minute delivery along with doorstep try-and-buy, raised $3 million this week in a Pre-Series A round led by Kae Capital. Meanwhile, Zulu Club, another player in the space that offers curated try-at-home kits within 100 minutes, secured $250,000 in pre-seed funding from TDV Partners.
Last month, 60-minute fashion delivery startup Slikk raised $10 million in a round led by Nexus Venture Partners, signalling increased investor interest in rapid commerce infrastructure tailored for fashion and beauty.
These fashion-focused aggregators are also leaning to hybrid models, combining dark stores with inventory sourced from brand-owned outlets to ensure timely deliveries. “As per our estimates, there are at least 7,000+ fashion stores already shipping from their locations. However, that’s not the quick delivery model. So, the opportunity is huge. We are currently in the process of integrating with such top brands to enable deliveries directly from their stores,” said Bhavik Jhaveri, co-founder and CIO of ZILO.