Koovs.com, founded in 2010 and based in Gurgaon, is a one-stop online fashion store that is inspired by global runways, celebrity looks, and on-trend street style, and delivers exceptional and unique design at extremely affordable prices.

The e-Tailer ensures consistency in browsing by providing easy-to-navigate pages and products, as well as catwalk recordings and 360-degree item views. In addition, its newsletter provides a weekly update on the large number of new things that have recently been introduced to its store.

Each week, Koovs adds about 150 new items to its inventory, including Indian, international, and its own line of clothes and accessories. Another aspect of the business is that it has partnered with a number of international designers to improve the clothing and design.

Working Model

First and foremost, Koovs is not a marketplace! It's merely a fashion store with an inventory-based business model. The company sells 45 percent of its goods under its own label, while the other 55 percent comes from the brands that Koovs promotes on its platform.

The company works continuously from its headquarters in London and Gurgaon to deliver the top high street fashion brands to its consumers. Every month, the company releases an exclusive assortment of products known as "Koovs Collection." Every month, the portal's product line is updated with 4500 new designs, and the collection rotates every four weeks.

Campaign & Marketing Strategy

Koovs has changed its business model several times since its inception. It has partnered with numerous national and international companies and designers to better target its audience with its current strategy. Changing the marketing strategy from time to time has proven to be extremely successful for Koovs.

On the business side, Anant Nahata, the company's MD, has played a critical and pivotal role. Lord Waheed Alli, the chairman of Asos.com, a $3 billion British fashion portal, has joined Koovs.com as chairman, while Mary Turner, the CEO of AlertMe.com, has joined as the new CEO.

On the marketing end, marketing has steered the company in a new direction and paved the road for success. . They're also launching their first multi-media brand campaign, "Step inside Koovs.com," which includes a music video, with the help of digital media.

The campaign, which included television, cinema billboards, print media, and digital advertising, helped Koovs raise sales by a whopping 210 percent. Nobody anticipated such a high level of success when the campaign was launched, with sales of INR 29.5 crores in just 14 weeks, compared to INR 9.5 crores in the same period the previous year. Aside from that, Koovs has seen a weekly volume of around 1.5 million visitors. It has also improved brand recognition to 8% from 1% previously.

Taking part in major fashion weeks such as Lakme Fashion Week, Wills India Fashion Week, and others to showcase the product range.

The Path to Success

It was in the year 2010 that Rajesh Kamra, Manish Tewari, Kanishk Shukla, and Amit Shukla founded Koovs. Snapdeal, Flipkart, and Deals&You were not as popular in 2010 as they were in previous years.

Koovs began its operations with big discounts and prices ranging from 50 to 90 percent off. They began as a micromarketing platform, providing a digital platform to millions of small businesses such as eateries and clothing retailers. This aided the businesses in increasing their sales through the platform.

Koovs drew the attention of customers as a first mover in the market, and in a short period of time, it had amassed a user base of more than 5 lakh users.

Soon after, Koovs caught the attention of investors, and BenifitsPLUS, a rewards and loyalty program provider, invested $2 million in the company in 2011. Soon after, Koovs modified its business model and transitioned from a deal site to an e-commerce platform. Following that, a business controlled by the Nahata family acquired a 44% share in Koovs.

The Nahata family put up an initial investment of INR 140 crore to launch an online platform for the sale of mobile phones and electronic devices. However, the company's founders soon understood that Koovs, with only a single section of electronics, was heading for a dead-end, so Anant Nahata made a quick decision. He turned Koovs into a high-end fashion website.

It was impossible for Anant to succeed in his business on his own. As a result, he added Waheed Ali, Robert Bready, and a slew of other experts to his Koovs management team. It was at this point that the company never looked back, and it continues to have a high success rate to this day.

Mary Turner was named CEO last year, and Gaurav Nabh, the former CEO of Quasar, was named Marketing Director. With their innovative marketing techniques and creative thinking, the company saw a significant increase in brand awareness, rising from 1% to 8% in FY2016. This helped Koovs double weekly website traffic to 1.5 million, resulting in a gross order value of £10 million for the Gurgaon-based company. Looking to the future, the company hopes to triple its gross order value to £34 million in the current fiscal year.