wordpress blog stats
Connect with us

Hi, what are you looking for?

Koovs to raise £50 million; to increase marketing spend

Online fashion retailer Koovs said that it is looking to raise £50 million to fund its acceleration plan, and that a significant part of the fund will be spent on marketing. The company did not share details such as timeline of the funding and investors.

Besides increasing its marketing spend, the fashion e-tailer plans to increase the proportion of its private label from 40% currently to 60% by 2023.

Effect of Demonetisation

According to a research report by Hardman & Co Research, the company was impacted negatively by the demonetisation drive in India, and that prompted the need of funding for the company. The report reads that until now, Koovs has been funded on an ad hoc basis. But it was hit with slowdown after demonetisation in India (November 2016), plus the company’s funding dried up – just £9 million was raised in 2017 in convertible bond form.

In order to preserve funding, Koovs had to slash its marketing budget from around £600,000 per month to around £150,000 per month and shrink its clothing range from 10,000 units to 5,000 units or fewer. This impacted its sales, and it expects its sales to fall to £2.6 million, making £6.5 million for the year to March 2018, a reduction on the year before of 25%.

Koovs, which sells fashion clothing and accessories in India, was launched in September 2012 and was listed on the London Stock Exchange in March 2014. Since its listing, Koovs has raised an additional £45 million of equity and £9 million of convertible debt, making £75.5 million in total.


In India, Koovs competes with the likes of Amazon, Flipkart, Myntra, Jabong, Lime Road, Voonik, Ajio, etc. In terms of market share, the same Hardman & Co Research report says that Koovs currently has a market share of 1% while, Amazon has 16%, Flipkart 26%, Myntra 25%, and Jabong, Lime Road, Voonik, Ajio has 7%, 2%, 3%, and 1% respectively. The report collated this data from research firm RedSeer Consulting.

You May Also Like


Paytm has hived off its payment gateway business into a separate entity, Paytm Payments Gateway Service Pvt Ltd, and has infused ₹100 crore worth...


The Federation of All India Vyapar Mandal (FAIVM), a pan-India body of traders and retailers, has recommended that the government impose a tax of...


The Department for Promotion of Industry and Internal Trade (DPIIT) has forwarded complaints against Amazon and Flipkart, made by traders body Confederation of All...


The Competition Commission of India has sought information from sellers body AIOVA on the alleged preferential treatment that Amazon gives to certain large sellers,...

MediaNama is the premier source of information and analysis on Technology Policy in India. More about MediaNama, and contact information, here.

© 2008-2018 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ

Subscribe to Daily Newsletter

    © 2008-2018 Mixed Bag Media Pvt. Ltd. Developed By PixelVJ