Online private label has gone offline, reports iamwire. As of now, the Done by None website is down and products by the company on Snapdeal also appear to be sold out. Jabong on the other hand, is still selling a few handbags by the maker, but its possible this is just left over stock.

Done By None

DoneByNone co-founder & CEO Amarinder Dhaliwal had also quit the company in September last year to join Micromax’s online-only smartphone brand YU as its COO, while the other co-founder Vijesh Sharma quit the company in the following month, as indicated by his LinkedIn profile.

Shailesh Vikram Singh, executive director of Seedfund who is an investor in Done By None, however told TechCircle that the company is not dead yet and they will be relaunching the site with a new team. Singh said that both the co-founders had quit the company due to challenges in raising further investment.

Singh added that the company has now changed the model completely, although it will continue offering private label bags, clothes, accessories and shoes. While Singh didn’t disclose any specific details on this new model, he said that the company will now be focusing on breaking even rather than topline growth. Interestingly, it’s worth noting that DoneByNone had also posted an an apologetic note on Facebook last month, promising customers to make up for pending orders and sort out any issue they might have. (See complete note below).

Previously known as, the company had raised $2 million in seed funding from Seedfund in 2012 and rebranded as DoneByNone. The company had also changed its name from Intuitent Online Venture to Netcraft Retail solutions.

Fetise shutting shop: Another SeedFund-backed luxury fashion portal Fetise had also reportedly shut shop early last year. While the site is still live at the time of writing this article, it doesn’t offer any products for sale. SeedFund had invested $5 million in the company in January 2012.

E-commerce woes

Last year, HomeShop18 cancelled its IPO, around seven months after filing for an IPO and around five months after Reliance Industries acquired Network18. One of India’s earliest e-commerce ventures Indiaplaza also went offline, after failing to raise funds last year, since investors were spooked by India’s FDI policy in e-commerce.

DoneByNone’s apology note on Facebook

Sorry. There’s no other way of saying it – we’re a brand that has grown because of your love and we’re really sorry we’ve let you down lately.

Here’s the short story: we went through a tough time, we’re better now, and we’ll work to fix each and every issue you folks have – just give us a little time.

Here’s the long story: we’re a small start-up, and as you can imagine, life has been quite tough for small e-commerce retailers – and we went to hell and hopefully are on our way back from there. While we were focusing on other things that needed solving, we took our eyes off you and your issues.

We’ll now work to sort each and every issue you all have. If we’ve taken an order and haven’t fulfilled it, or have messed up while fulfilling it, we’ll work to set it right. If we can’t fulfill it right, we’ll give you your money back. Promise.

Do give us a little time. We’ll be contacting each and every one of you, and we hope to set things right very soon.

Thank you again for your love and understanding.

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