Herstyle.in, online store offering international and national brands in lingerie, nightwear, accessories, fragrances, etc; launched in 2011 by involvement of bollywood actress Neha Dhupia seems to have made a silent exit.
Sources told iamwire that the website has shut last year in around August. Currently lingerie, fragrances, nightwear, swimwear, accessories, shoes, apparel and personal care products are listed on the website, though the website is still taking orders which can be a state of confusion for the customers landing on it. Customer care and the company official’s response are still awaited.
“The main reason behind its shut was that it was not clear how to go about it; plus proper margin was not there, neither discount margin, with this, competition too was the reason, so it was not clear how to take it”, said the source.
As per our market analysis the main reason for shutting down of any ecommerce startup in India is that the team struggles to execute the idea with proper expertise of ‘retail’ aspect of the business, also the assumptions taken in marketing budgets/ROI, logistics & overall efficiency did not prove as thought.
Apart from Herstyle.in, there are various other lingerie ecommerce website present in India including Prettysecrets.com, Zivame.com, Bwitch.in, Strapsandstrings.com, Cilory, Enamor.co.in of which some are funded. Zivame had raised undisclosed amount in series A funding from IDG Ventures and Indo-US Venture Partners last year in May; PrettySecrets also raised an undisclosed amount in first round funding from Indian Angel Network (IAN) in Oct.