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ShopImagine tries to make headway in the online lingerie business with luxury collections

Anurag Kumar
19th Apr 2013
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Niche seems like the way to go for with eCommerce in India at the moment and especially unconventional areas are seeing a bloom. Lingerie eCommerce businesses are doing brisk business and a new entrant in the space is ShopImagine.

ShopImagine is one such brand focused on fulfilling the emerging fashion and style aspirations of the urban Indian

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women. It is an online boutique uniquely positioned to bridge the gap between the efficiencies and accessibility of an online store and the one-on-one personalized service of a fashion boutique. ShopImagine strives to deliver latest international styles with high quality and reasonable prices. Sourced from international designer houses, their handpicked styles are exclusive and limited, reflect latest international trends and are well suited for Indian fashion tastes.Hina Saiya, the founder of the startup adds “the  personal video styling sessions with in-house stylists create a unique ‘in shop’ shopping experience; customized gift packaging for different categories of products constantly delight the customer, creating an overall ‘wow’ effect”. Lingerie is increasingly becoming a style statement for the Indian women and ShopImagine has been quick to realize this point. Post their extensive two years of research, the startup formally launched India’s first exclusive French luxury lingerie collection in April 2012. Following the successful adoption of French lingerie by Indian women, they have launched California Collection – uniquely styled evening wear, party wear, club wear and fashionable dresses sourced from the fashion houses in California.


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ShopImagine houses a talented team comprising of fashion stylists who have graduated from some of the most well-known Fashion Design Institutes, social media and marketing experts, logistics and supply chain experts. Under the experience of Hina Saiya, a California-based entrepreneur is the founder and Executive Partner of ShopImagine, the startup is always on the look for members with prior experience in online shopping sites focused on women’s needs.

The startup has been successful in attracting customer right from the start without any major investment in paid advertisement. Hina believes the secret has really been the right mix of appealing and exclusive products delivered at reasonable prices.

Since the launch of their French Lingerie Collection last year in April, the startup has sold to more than 10,000 people all over India. The trend to purchase these exotic inner wears have also shown a shift from the metros to Tier II and III cities like Dimapur (North-east India), Katihar (Bihar) and Andaman & Nicobar Islands (concurs Zivame). The policy to provide Free Shipping as well as Free Cash-On-Delivery to all pin codes in India (irrespective of the value of the order) has definitely benefited the startup in terms of reaching out to a larger, more diverse audience.

For a long time lingerie had been a subject that was discussed in hushes but the choices of Indian women have definitely changed.  The creatures from Venus are paying in for a good quality inner wear. In further discussion with Hina, she mentions that majority of their users (close to 70%) lie in the age group of 22-40.  The online boutique is also a popular destination for men looking for exclusive and classy gifting options for their partners.

ShopImagine recently introduced the Indian Wedding Lingerie category to cater to the heavy demand of about-to-be-married women for specific trousseau lingerie.

Inspite of the competition, Hina is confident of the future and says, “We will continue to expand into new product categories as we find the right sources with unique styles and reasonable prices.”

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