Apparel September 2019 Apparel September 2019 issue | Page 65

ENTREPRENEUR SPEAK
CAN YOU TELL US A BIT ABOUT
PURPLE STYLE LABS AND THE
RATIONALE BEHIND THE ACQUISITION
OF PPUS?
I have always had an inclination towards the
consumer side of the fashion industry. For me,
it was instinctive to start something in fashion.
Being a premium luxury buyer, I was attracted to
this industry, and that is how I came up with the
idea of Purple Style Labs.
When Purple Style Labs was started, we
worked with emerging and new designers to help
them with marketing and distribution for the first
three years. We served as a common corporate
office for these brands, only to realise later that
there were no aggressive multi-brand platforms
to actually foster their growth. That is when the
WE ARE NOW AN ONLINE AND
OFFLINE PLATFORM BRINGING
INDIAN DESIGNERS TO THE
GLOBAL CUSTOMER.
idea of acquiring Pernia’s Pop-Up Shop came
about. We are now an online and offline platform
bringing Indian designers to the global customer.
HOW WILL THE ACQUISITION BENEFIT
BOTH THE PARTIES?
The acquisition had minimal effect on the
sales or the consumer base. If anything, it has
led to a better utilisation of technology and
implementation of marketing tools, which, in turn,
has brought in a wave of new customers, while
retaining the existing ones.
The fiscal boost has also paved the way for
better product portfolios and curation, preserving
the original charm of the brand. The acquisition
has also enhanced our direct relationship with our
clientele, both old and new.
WHAT ARE YOUR PLANS FOR THIS NEW
ACQUISITION, AND HOW WILL
IT FEED INTO PSL’S CURRENT
BUSINESS STRATEGY?
After acquiring Pernia’s Pop-Up Shop, we
realised that to grow as a multi-brand platform,
it is important to have at least 100 brands that
APPAREL
I
September 2019
I
59