Lifestyle International

Dubai-based Landmark Group owned Lifestyle International will launch e-commerce sites for all three retail formats it operates in India, reports Business Standard. Lifestyle International MD Kabir Lumba told the publication that they’ll be launching the e-commerce sites by the first half of next year, starting with Lifestyle, which is a large format departmental store. E-stores for the other two retail formats – Home Centre and Max – will come up later in the year.

It’s worth noting that Lifestyle’s primary competitor Shoppers Stop already has an e-commerce portal, while Aditya Birla-owned Pantaloons is expected to launch an online store soon. Future Group’s Big Bazaar, which is a direct competitor to Max, had also launched an online store for its direct selling service Big Bazaar Direct in August last year. In October last year, Future Group had also tied-up with Amazon India to sell products from its fashion brands like Lee Cooper, Converse, Indigo Nation, Scullers and Jealous 21 among others on the marketplace.

Lifestyle’s in-house brands such as Code, Ginger & Fame Forever and licensee brands (they also design for the Indian market) like Bossini and UCLA are already available on Flipkart, Myntra, Snapdeal and Jabong. Interestingly, Landmark Group runs an online store for all its retail formats in Dubai.

It’ll be interesting to see if Lifestyle adopts a slightly different approach to e-commerce like textile manufacturer and retailer Arvind did with Creyate, which offers customizable clothing to consumers, or if it opts for a straight forward online store like Aditya Birla Nuvo run Madura Fashion & Lifestyle’s e-commerce store TrendIn.com.

A complete U-turn

These retail giants seem to have changed their views on e-commerce very quickly. Future Group’s tie-up with Amazon India had come shortly after Kishore Biyani had accused online marketplaces of undercutting offline retailers by selling products below manufacturing costs to destroy competition. In fact, he had also said that the more business Future Group does through e-commerce it will result in more losses. Not to be left behind, Shoppers Stop MD & CEO Govind Shrikhande had told The Hindu that they will compete with online players “on the strength of our physical brands”, and “will not be giving discounts but sell at full price.” Surprising then to see that Shoppers Stop’s e-commerce platform now offers discounts galore.

Also Read: Retailers asking e-commerce players to rein in discounts is hypocritical and anti-consumer