#ELLEExclusive: Nykaa Fashion Partners With Globally Renowned E-Tailer Revolve


Adwaita Nayar, the brain behind Nykaa Fashion, may humbly refer to the retail giant’s fashion arm as a startup—but the fact that the gross merchandise value of the vertical that grew 168% in the financial year 2021-22 paints a completely different picture. Besides an ever-expanding portfolio of 1600 homegrown and in-house labels like Nykd, RSVP and IYKYK, Nykaa is all set to introduce the California-based e-commerce site Revolve on the platform, opening a whole new avenue of 26,000+ options and over 400 brands for the Indian audience.


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The Nykaa Fashion X Revolve partnership was in the making for almost a year before its official launch.”We were big admirers of Revolve, for what they have done globally, in terms of their curation and what they stand for as a brand. So, we started talking to them to understand if they were interested in an India strategy, and if we could be their partners for the same,” shared Adwaita, while talking about the initiation of this collaboration.


For the longest time, Indian consumers would hit a roadblock while shopping for international brands. While the shopping procedure wasn’t a hassle, the paperwork that followed would be tedious. Nykaa Fashion has managed to eliminate the hard part, so customers can now shop the latest styles from the fashion retailer with no KYC (know your customer), customs or hidden costs, fuss-free international shipping, easy delivery, and returns on global brands. “International shopping comes with its own set of pain points, the idea was to work out a system where Nykaa fashion plays the mediator for our consumers, helping them shop in a seamless manner,” added Adwaita.


What does it take to make a mammoth association like this work? 6-7 months of tireless work for an iron-clad technological system apparently. “Technology has been a big enabler in building the integration—we spent a lot of time with the Revolve team, trying to understand their operations. After all of this, we’ve now reached a point where we can take live whatever they are taking live on their website, whatever they are in stock with, we are able to stock it up. The two backends are effortlessly integrated, when orders will flow in India, they will automatically get accounted internationally,” concluded Adwaita.


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With a similar vision to revolutionize the fashion landscape and level up the consumer shopping experience in India, Kai Li, International VP at Revolve, thoroughly believes in alliance, “Revolve prides itself on being a premium curator of American and international fashion, and we’re delighted to partner with Nykaa Fashion, a distinct shopping destination. This relationship is a natural fit that aligns with our brand principles of being a destination for discovery and inspiration that delivers an engaging and elevated customer experience. We’re excited to bring our wide catalogue of global styles to the Indian market.”


Adwaita Nayar, CEO Nykaa Fashion 

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- Junior Digital Editor


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