Ethnic wear brand Biba today launched its online portal to leverage the country’s fast growing e-commerce space and also cash in on the ongoing festive season.

Commenting on its e-commerce portal, Biba Managing Director Siddharth Bindra said, “We want to make shopping convenient for our consumers and e-commerce being a prevalent and growing channel is indeed a natural progression for our existing business.”

At present, 6-8 per cent of the company’s revenue comes from online sales.

“We see our foray into this online world as another important way to connect with our customers, and provide them with an easy access to our contemporary fashion,” he added.

This development will indeed help the company strike new conversations with brand loyalists as well as will be an attractive choice for new customers, it said in a statement.

Biba retails its products through 155 exclusive outlets across 65 cities, apart from having presence in all major retail chains in the country like Shopper’s Stop, Lifestyle and Pantaloons.

In November 2013, Kishore Biyani-led Future Lifestyle Fashion Ltd had divested its stake in Biba.

Future Group had first acquired a 6.5 per cent stake in the ethnic wear brand in 2007, which was gradually increased to 25.8 per cent in 2011.

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