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Aditya Birla’s fashion e-commerce platform Abof.com to shut shop by year end: report

Aditya Birla Group's fashion e-commerce platform Abof.com (Aditya Birla Online Fashion) will be shutting shop by the end of this year, reports ETtech. Apparently, the company has informed its employees that December 31, 2017 will be the last day of operations, following which all 240 employees will be given the option of accepting four-and-half months' salary as a severance package and quit or continue being a part of Aditya Birla Group in some other department. The director of human resources at Aditya Birla, Santrupt Misra confirmed this to the publication and said that since even the major players in the e-commerce space in India are struggling to make any money it is time to accept that not everything is hunky dory with the segment, and hence this decision from Aditya Birla. We've written to Abof.com to learn more about why they decided to shut shop, and to find out if this is a temporary pause or not. We will update once we hear back from them. Abof.com was launched in October 2015. It lists clothing and accessories for men and women, both from Aditya Birla’s brands as well as curated clothing from other brands. About a year later, in September last year, Amazon had added Abof.com as a seller on its marketplace. It's worth noting that Aditya Birla had earlier launched another e-commerce platform called TrendIN.com in 2013, for its in-house brands such as Louis Philippe, Allen Solly, Pantaloons, People, Peter England, Planet Fashion and Van Heusen. However, this platform was later shutdown and…

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