The E-commerce fundings continue:, a Chennai based online fashion retailer for women targeting the US market has raised $3 million in capital from IDG Ventures reports LiveMint. The company intends to use the raised funds to expand their product catalogue, and to extend their operations to Indian customers.

Presently, the product line of includes dresses, skirts, tops,cardigans and pants along with sections such as new arrivals, bestsellers and back in stock.  Other e-commerce players in the fashion space include, Fashion And You, 99labels, Craftsvilla and bagittoday.  Unlike 99Labels, FashionandYou, the site allows the non-members to browse through their different products and asks for log-in credentials only at the time of buying.  So, like the now-changed, it is a traditional e-commerce venture, not a private-sales or flash-sale business.

The pitch the company seems to be making is their ‘customize‘ feature which allows customers to specify measurements and style preferences. The service is free for the  first time but a fee of $7.50 will be levied on subsequent customization. The company also offers ‘Gift Cards’ which the customers can avail on returning their purchased  for a value of 20% and above of the purchased item – a move directed to retain customers.