fashionaraOnline fashion store Fashionara has introduced a marketplace section called ‘F.lea Bazaar’ that will offer curated collection of offbeat and eclectic products from select small sellers and boutiques from across the country.

With this launch, Fashionara has changed its business model from being an inventory-led model to a hybrid fashion marketplace, quite similar to its competitor Myntra that integrated a marketplace to its platform in April this year.

The company claims that it has tied-up with more than 200 sellers for this initiative, which it plans to increase to 500 merchants by this Diwali. These are essentially niche sellers who sell via flea markets stalls and platforms like Facebook and may not have branded shops of their own.

At launch, Fashionara claims to offer more than 15,000 products including quirky home products, different kinds of stationery, fancy accessories, funky footwear, personal care product and bags & apparels among others. We noticed that it currently offers apparel like tops, dresses, sarees, swimwear, kurtas, jeans and other clothing; footwear including heals, jootis, ballerina, sandals, bags and accessories including casual/fashion belts, stoles, scarves, mobile cases, sunglasses among other things.

There is also a separate ‘This n That’ category that lists quirky products like stationery, travel accessories, party accessories and personal care products among others.


Along with this flea marketplace, Fashionara mentions that it will continue to offer products from popular brands like Elle, Lee, AND, Biba and Levis. It claims to currently have tie-ups with more than 400 brands at present.

Medianama Take

This is quite an interesting move by Fashionara since quirky fashion products as a category is still relatively less explored in the country unlike the United States where we have players like and Etsy among others.

This could therefore act as a differentiator for the company amid intense competition from other players like Flipkart’s Myntra, Rocket Internet-backed Jabong and eBay-backed Snapdeal. If it works, it will be interesting to see whether these type of products also make an appearance on these portals.

(With Inputs from Vikas SN)