Squarekey launches in Mumbai

MUMBAI:  After its successful launch in Delhi last week online shopping destination is all set to create a buzz in Mumbai.

Amidst much glitz and glamour, launch party of was hosted at Le Pain Quotidien (BKC) in Mumbai by Nishka Lulla and SquareKey founder Avantika Daing on Monday. The guest list included the who’s who of the fashion industry and lifestyle magazines with Mugdha Godse, Krishika Lulla, Aditya Thackrey among many others. has been creating quite the frenzy amongst Bollywood celebrities, stylists, and the fashion elite since it’s a virtual store for brands unavailable in India till date.

An online retail destination for premium western contemporary fashion and lifestyle brands for men, women, and kids, and touted as "India's Net-A-Porter," SquareKey offers unprecedented access to current in-season styles from leading western designers including BCBG, Nicole Miller, Nanette Lepore, Cynthia Rowley, Members Only, DL1961, Milly, Hanky Panky, and more.

SquareKey’s partnerships allow access to these labels which do not have brick and mortar presence in India at parity price (for the same price as retail in US/Europe) with free shipping.

Now you must be thinking, where do I sign up, right? Key in at:

SquareKey’s vision is to create a level playing field between international brands and Indian consumers in their access to each other by providing current season items at parity price along with pre-order exclusivity. Sitting on a unique content platform, it keeps consumers engaged in real time trends.

Recently launched SquareTUBE is their own YouTube-driven digital approach to content around fashion and lifestyle. SquareKey also provides a personal shopper service where consumers can shop New York City whilst sitting in India.

Founder Avantika Daing says, “there is a large gap in a growing market. We want to unlock the world with SquareKey, by bringing the retail experience as it happens in real time in New York and London to the Indian consumers so they are not an afterthought; as is the case with branded retail in India. We partner with our brands strategically so as to not dilute them like e-retail tends to do in India. We are about an experience and so content, information and customer needs are of high priority to us. To enhance the customer experience, we now offer pre-order – providing exclusive access to items weeks before they are available in retail, even in New York!”

Editor-in-Chief Kanika Chadda Gupta explains, “SquareKey’s goal is to make shopping an experience rather than a chore. Our aim is two-fold. Firstly, we are living in a digital world and Indian shoppers have become a lot more tech savvy. We want to encourage online shopping since it’s easy and hassle-free, especially with our incentives of cost on delivery, parity price (same prices those in the US/UK), and free shipping. Secondly, we have positioned ourselves to be “content meets commerce,” which means the site navigates like an interactive magazine. On SquareTUBE, we have exclusive videos including “Street Style Around the World” and “Behind the Seams,” where consumers get a chance to hear from the designers themselves. On other e-commerce portals, the clothes get all the limelight. We want to give you the backstory. And with editorial features like “Shop the story” and “Pick of the week,” one can spend hours on SquareKey reading fiction narratives and getting tips on how to stay on trend while staying true to one’s own originality.”

SquareKey’s advisory board consists of founders, designers and editors of Fine Wines & More, Soho House, Le Pain Quotidien, Harper's Bazaar, FreeCultr, IMG Worldwide and Estee Lauder.

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