The Bae Club to expand international brand offering in India

Multi-brand fashion and lifestyle retailer The Bae Club has recently launched its e-commerce store to bring premium international brands to Indian audiences and plans to collaborate with 60 brands over the coming three years. 

Entrepreneur Shikha Parmar recently launched The Bae Club in Mumbai, according to the brand’s website. Aged 25, Parmar aims to create an ecosystem where young Indian shoppers have access to a wide array of global, Gen Z-centric fashion brands. 
 
The Bae Club currently retails labels including The Ragged Priest, Runaway, Lioness, Motel Rocks, Boohoo, Sister Jane, and Oh Polly. The business is keen to expand its brand offering and plans to partner with 60 international labels over the coming three years to bring their offerings to shoppers across India, India Retailing reported. 

The business also recently partnered with marketing and communications business Megalodon. The company specialises in using AI to create dynamic digital marketing campaigns, according to its Facebook page. At the beginning of August, Megalodon partnered with multi-brand fashion and lifestyle retailer Ajio to revolutionise its brand strategy, IPCS Global announced on Facebook. 
 
The Bae Club aims to harness the latest developments in AI and digital marketing to enthuse Gen Z shoppers. The business is using data driven insights to ensure that its international brand and product selection resonates with Indian consumers.