India’s leading fashion retailer Pantaloons has entered into a strategic tie-up with online fashion destination Jabong.com to retail its exclusive brands.

The partnership would combine the strengths of the two companies and boost sales by leveraging the enormous potential of online retail. Pantaloons leadership strength in the fashion-retail space and its vast portfolio of well-established exclusive brands would complement Jabong.com’s enormous reach to millions of online consumers, Pantaloons said in a press release.

Pantaloons is India’s biggest woman’s apparel player, while Jabong is a leader in woman’s fashion. With the new association, Jabong.com would now be home to ethnic wear brands like Akkriti, Rangmanch, and Trishaa as well as casual wear brands like Candies – New York and SF Jeans.

“Pantaloons is expanding rapidly in both metros and mini metros. We have always strived to increase the accessibility of our products and develop new channels for reaching the consumer. The partnership with Jabong.com is part of these larger initiatives with many unique features of its own. We are happy to be associated with them to reach out to millions of online consumers and are certain that our exclusive brands will do well because the collection offers the latest fashion at affordable prices,” said Shital Mehta, CEO Pantaloons.

Commenting on this novel association, Arun Chandra Mohan, founder and CEO, Jabong.com, said “We are delighted to partner with a brand like Pantaloons which is a household name with the Indian audience. We are pleased that Pantaloons has decided to make their online debut through Jabong and this alliance will allow Pantaloons to reach out to the tier II and tier III market where Jabong has consolidated a strong position today.”

Pantaloons has a strong national presence through 96 exclusive stores spread across 46 cities. Jabong.com has a remarkable reach and is swiftly taking over the tier II and tier III market as well. Thus, the association of the brand with Jabong will further enhance the outreach and penetration of the brand into pin-codes where the brand does not have physical presence.