HSE raises Rs 25.50 Cr funds to expand its D2C footprint

Parent company of fashion brands FabAlley and Indya, High Street Essentials (HSE) has raised Rs 25.50 crore in a fresh funding round led by existing investors Elevation Capital, India Quotient, Dominor Holding and family offices. The funds will be utilized for expanding the brands’ D2C footprint both domestically and internationally by adding more personalized solutions to proprietary web and app products and expanding brands’ presence with global eCommerce conglomerates.

The company also plans to improve in-housing key production processes such as printing and embroidering, enabling a 30-day mind-to-market production turn-around, comparable to global fashion leaders such as Zara and Boohoo. Earlier this year, the fashion house forayed into the personal care segment with the launch of an in-house brand, Indya Skin Care. It also launched a new Indian daywear brand called Earthen by Indya and a collaborative capsule collection with acclaimed designer Payal Singhal.

Over the course of 2020, HSE heavily strengthened its digital presence with new initiatives such as a subscription-based shopping experience, and catalog curation with AI-based recommendations based on customers’ affinity and data mining. The company also grew its global footprint by partnering with international marketplaces such as Namshi, Amazon US, and Zalora.