Trendin set to play big in Madura Fashion sales

Madura Fashion and Lifestyle's e-commerce platform Trendin.Com is looking to contribute in double digits to the group's sales on the back of growing demand from tier II & III cities and mobile phone penetration.
Launched in 2013, the digital retail platform has seen its annual traffic double in 2014-15 compared with 2013-14 and is keen to continue the same momentum in coming years.
"We are aiming to contribute double digits to the sales of Madura Fashion. Presently, it is only one per cent, but it would increase as the e-retailing is growing here faster than the western world. It's leapfrogging here," Trendin.Com head of e-commerce Shivanandan Pare told PTI.

However, he declined to share the current turnover and any timeframe by which the company would achieve the target.
Pare said: "Trendin would continue to grow in three digits in coming years as demand from tier II & III places would increase, along with a robust mobile phone growth in those regions."
Currently, top 10 cities are contributing 50 per cent of sales revenue and the rest is from tier II & III ones, he added.

According to the company, it has 50 per cent repeat orders from tier II cities.
The company retails garments from six brands of Madura Garments -- Allen Solly, Van Heusen, Louis Philippe, Peter England, People and Pantaloons.

On being asked about the contribution of the brands in Trendin's sales, Pare said volume-wise Peter England, People and Pantaloons are contributing more, but value-wise Van Heusen and Louis Philippe are chipping in with between 50-60 per cent.
"As we scale up, we may see the value proposition to be distributed proportionally. Brands like Pantaloon have lots of women customers," he said adding that soon all brands would contribute according to their offline stores.
Trendin offers casual, formal and sports wear for mass market and premium segments.