Amanora Mall at Pune has gone through a major makeover for the last 2 years. The latest occupants in the mall are top youth brands Highlander and Tokyo Talkies.
Brand Studio is one of India’s fastest growing tech-enabled house of Fashion Brands and has an array of youth specific brands including the above two, as well as others such as Ketch, Vishudh and Locomotive.
The online-first brand has till date raised USD 18.9 Mn over 2 rounds. Investors include FK Myntra Holdings, from the house of Walmart owned Flipkart.
The parent company had a revenue of INR 772 Cr (USD 96 Mn) for FY 2023 and was valued at USD 76 Mn in 2021.
Surjit Singh Rajpurohit, CEO Amanora mall shared on his Linkedin post, “We’re thrilled to announce the arrival of Highlander and Tokyo Talkies, two trendsetting brands from the House of Brand Studio Lifestyle, now open at Amanora Mall, Pune!”
“What a Grand opening… Seeing after ages people lineup from 5am in the morning Amazing marketing plan by the brand for the launch”, he added.
Editor’s Note
India’s direct to consumer (D2C) market is expected to reach USD 100 Bn (INR 820,000 Cr) by 2025, according to a study by Inc42, an online portal. Of this, fashion brands are expected to contribute around 45% of the total market.
Though D2C brands originally start as online-first brands, they eventually start opening offline stores to reach a wider audience at lower costs of acquisition.
Typical, CAC – Customer Acquisition Cost for apparel fashion brands is said to be INR 400 (USD 5) and the Life Time Value (LTV) for such brands is no more than 3-4 times.
A great LTV to CAC is said to be 4:1, that is once you acquire a customer, the same customer shops atleast 4 times with the brand, so the brand makes profits to cover the CAC.
Unfortunately, in reality that is not the case. LTV for D2C brands range between 1.5-2.5 times, which means the customer base for D2C brands, especially the Gen Z and the Millennials keep moving from one brand to another.
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