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From Pop-Up to Powerhouse: How House of Fett Stitched Up ₹185 Cr Without D2C


Updated: June 27, 2025 04:03

Image Source: Indian Retailer

House of Fett, which began life as a modest pop-up shop in Delhi, has gone against the grain to grow into a ₹185 crore fashion giant—remarkably, without following the common direct-to-consumer (D2C)-first playbook that now defines India's startup story. It was established in 2017 by Rashi Menda, and the meteoric success of the brand is a lesson in savvy retail alliances and omnichannel expansion.
 
Key Highlights:
 
Retail-First Strategy: Rather than starting online, House of Fett concentrated on establishing a strong offline presence in high-end offline stores, multi-brand stores, and pop-up parties and events, generating hype and credibility among fashion consumers.
 
Marketplace Leverage: The company grew very fast by collaborating with online shopping giants such as Myntra, Nykaa Fashion, and Ajio and leveraging their huge customer bases with strict control over inventory and brand.
 
Agile Collections: Providing flexible supply chain and fashion-driven design, House of Fett introduces 200+ new designs every month to meet India's rapidly changing fashion tastes.
 
Profitability Focus: From the start, the company has focused on sustainable profitability and expansion, with healthy margins and no leverage.
 
Prospects: House of Fett's path shows that retail-first and marketplace-led approach can still deliver explosive growth in the age of the internet. With its sights set on international expansion and further technology adoption, the brand is poised to empower a new generation of Indian fashion entrepreneurs.
 
Sources: YourStory, Inc42, Economic Times

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