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Socks maker Filatex Fashions to acquire lifestyle e-com portal Vogue4all.com

By Anuradha Verma

  • 05 Mar 2015
Socks maker Filatex Fashions to acquire lifestyle e-com portal Vogue4all.com

Hyderabad-based socks maker Filatex Fashions Ltd has agreed to acquire fashion e-commerce site Vogue4all.com, marking its entry into the growing e-retail market in India, a top company executive said on Thursday.

The actual acquisition cost will be Rs 20 crore (about $3.2 million), while the company will be investing another Rs 20 crore ($3.2 million) for its maintenance, a large chunk of which will go for advertisement, Prabhat Sethia, managing director of Filatex, said at the AGM.

Vogue4all.com currently focuses only on women's fashion and is a multi-brand site. Filatex Fashions is also looking to re-brand and re-launch the two-year old e-commerce site.

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The acquisition is expected to complete within a month. The re-branding and re-launching are expected to be completed over six months.

Once the whole process is completed, the new company will be headquartered in Hyderabad.

Vogue4all is a little known e-com property run by Kolkata-based Urban Merchantile Pvt Ltd and is not anywhere in contention when it comes to the fast growing lifestyle e-com vertical in India. The market has consolidated around the top two which is Myntra and Jabong, not necessarily in that order.

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Then there are several other players which are either doing private labels or multi-brand lifestyle apparel and accessories e-tailing.

(Edited by Joby Puthuparampil Johnson)

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