For a lot of fashion brands, which continue to look at India as a stable growth market, and establish a solid presence, Nykaa has already become a big name in the Indian market. It is not just an online retailer, but also has a strong omnichannel play with offline stores. Various brands have been looking to partner with the flourishing brand to not just help them create a presence but also retail their products, creating an end-to-end. Nykaa Fashion has announced its acquisition of the online jewellery brand Pipa Bella. Nykaa Fashion, with the online jewellery brand, aims to expand its jewellery collection and offer women's fashion jewellery and accessories in India. Pipa Bella will continue to offer its services on its official website and will also extend this functionality as a consumer brand under the Nykaa Fashion portfolio. The CEO of Nykaa Fashion and Founding Team Member, Ms Adwaita Nayar commented on the strategic development. She said that the Indian market has seen a rising trend of personalized minimalistic. She further mentioned that Nykaa Fashion strives to bring top quality and variety of such products to fulfil the demands of its audience. Nykaa Fashion is excited to have Pipa Bella on board as the online jewellery brand reflects a vision that is similar to the fashion brand and aims to always stand for good quality and well-curated designs at reasonable prices. The fashion brand has the goal to extend the brand’s core signature design to a much larger environment by becoming a full range accessories label. Nykaa Fashion believes that there is an opportunity to provide premium fashion jewellery with contemporary design and functionality at the core of the customer experience. Pipa Bella has always been known for its customer-centric behaviour as it focuses on premium designs with an affordable price range. Both the brands have found a sense of compatibility in their manner of engagement along with their large network of customers around the country. This alliance will allow Pipa Bella to reach a greater customer base with the benefit of having access to the massive number of users visiting Nykaa Fashion every month. Nykaa Fashion has formerly strengthened its product collection by acquiring the popular brand, Twenty Dresses. Reportedly, Pipa Bella, along with other consumer brands will be a fundamental part of Nykaa Fashion’s offline extension this year. Nykaa Fashion is a multi-brand e-commerce fashion offering from the online beauty retailer Nykaa. Nykaa was launched in 2012 by entrepreneur Falguni Nayar. The brand has expanded into an omnichannel lifestyle retailer with more than 17 million active users every month. The brand also has over 70 stores across India, receiving over 1.5 million orders a month.
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