Koovs partners UK-based fashion house Blue Saint to launch an affordable sportswear brandOnline fashion marketplace Koovs and British design house Blue Saint have partnered to launch an affordable activewear brand for the etailer. Blue Saint manufactures sustainable apparel and are suppliers for international fashion brands including ASOS, Topshop and Urban Outfitters.

“Online retail in India has seen exponential growth over the past few years and the adoption accelerated through the pandemic. Koovs has an aspirational customer base that perfectly suits our expertise in designing and manufacturing apparel for a global young affordable fashion market. There is a huge opportunity and a gap for affordable performance sportswear,” said Akshat Kedia, CEO of Blue Saint.

The collaborative collection under the label One/Zero By Koovs will sell shorts, vests, tops, leggings, joggers, sports bras and jackets for men and women.

Mary Turner, CEO of Koovs, said, “Our aim is to ensure that Koovs remains the affordable fashion destination for young adults in India.” Backed by Kishore Biyani’s Future Lifestyle, Koovs is a London-listed India-focussed fashion marketplace.

Performance sportswear is a rapidly growing segment in India, with the market for activewear apparel (excluding footwear) predicted to grow at 13.4% CAGR from Rs 193.3 billion in 2018 to Rs 410.4 billion in 2024, the company said in a press statement. Currently, the market is dominated by premium-priced global brands.

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