Biba takes e-commerce way

After a successful pan-India presence via offline stores, ethnic apparel brand Biba launched its e-commerce portal. Biba consumers can now get the best of apparels at their doorstep while sitting in the comfort of their home by shopping online at the Biba website. This development will indeed help the company strike new conversations with the brand loyalists as well as, will be an attractive choice for the new customers. The brand has commenced its digital presence at a time when 6-8 per cent of its revenue was being generated from online sales. Currently, Biba products are available through 155 exclusive outlets across 65 cities.

Commenting on the new development Siddharth Bindra, Managing Director, Biba, said, “We want to make shopping convenient for our consumers and e-commerce being a prevalent and growing channel is indeed a natural progression for our existing business. The new platform will effortlessly ship the trendiest of ethnic fashion to the consumer’s doorstep with just one click. We see our foray into this online world as another important way to connect with our customers, and provide them with an easy access to our contemporary fashion.”

The site comprises advanced online merchandising bundled with key features like wish lists and various other personalised touches that provide a world-class purchasing process that's both convenient and fun while being extremely personalised at the same time.

With an aim to tap the burgeoning premium ethnic and bridal wear segment in the country, Biba also joined hands with designers- Manish Arora; by taking 51 percent stake in ‘Indian by Manish Arora’ brand in 2012 and Rohit Bal recently launched a niche collection ‘Biba by Rohit Bal,’ retailed at select Biba stores.