Sustainable fashion apparel manufacturer, Blue Saint, has entered into a partnership with Koovs with the launch of ONE/ ZERO by KOOVS, a new range of affordable high-performance sportswear exclusively for Koovs.com.
Blue Saint and its associates are leaders in sustainable fashion for men and women including athleisure and are successful suppliers to many leading western fashion brands including ASOS, Topshop, and Urban Outfitters, and also in the Middle East with leading brands such as Noon and Namashi.
Decoding the Partnership
ONE/ ZERO is the first collection to be delivered through this collaboration and features a comprehensive range for men and women, including shorts, vests, tops, leggings, joggers, sports bras, and jackets.
Mary Turner, CEO of Koovs says: “Our aim is to ensure that Koovs.com remains the affordable fashion destination for young adults in India and the place to be for other leading fashion brands. ONE/ ZERO is a perfect example of what we can achieve together with Blue Saint.”
The new brand is designed to provide the entire specialist high-performance fabric and design features of premium-priced global brands; with lightweight, breathable, moisture control, active stretch and wind-proof fabrics and the latest fashion design and Hi-Vis features for performance sportswear.
“Blue Saint is a very successful integrated global fashion manufacturer, from mills, design, and manufacture through to logistics and distribution. This is completely complimentary to Koovs’ expertise as an award-winning e-commerce fashion business, leading the market in technology, brand creation, customer engagement, and customer satisfaction. The partnership is intended to further improve the quality, value, speed to market, and range of products to make Koovs.com even more compelling in the future,” Turner states.
The collaboration leverages the key strengths of both companies. Blue Saint’s skills and experience from textiles and design, through manufacturing and distribution, will provide Koovs.com with even more desirable products and affordable fashion trends to delight its customers in the future. It will provide an even more compelling multi-brand fashion platform for other third-party brands on Koovs.com.
What Does the Research Say?
Performance sportswear is a rapidly growing segment in India, with the market for Activewear apparel (excluding footwear) predicted to grow at 13.4 percent CAGR from $2.66 billion (Rs 193.3 billion) in 2018 to $5.66 billion (Rs 410.4 billion) in 2024. Currently, the market is dominated by premium-priced global brands, so there is a significant opening and gap in the market for affordable sportswear that can deliver the same high-performance features.
Akshat Kedia of Blue Saint says: “Online retail in India has seen exponential growth over the past few years and adoption has only accelerated through the pandemic. We are very excited to partner with the Koovs young fashion platform, a proven, award-winning e-commerce business, and 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 in the market for high quality, fashionable, and also affordable, performance sportswear and we know that Koovs’ customers will love this new brand,” Kedia adds.
Unique product designs and differentiated content is best promoted via collaborations, so Koovs is looking forward to more such collaborations. For Koovs, it’s about tapping into the ‘micro’ communities and collaborations that are relevant to everyday role models.
“Our focus for Koovs is to be in an even stronger position as we emerge from the pandemic, and this partnership with Blue Saint will give both companies a huge advantage,” she concludes.
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