Cricket Icon Rahul's new brand lines up for Koovs

Koovs plc

Cricket Icon KL Rahul's new brand Gully lines up for Koovs

Athleisure wear grows 25% year on year in India

London, New Delhi: Young Indian cricket superstar KL Rahul will launch exclusive lines of his new athleisure brand GULLY on Koovs.com as he prepares to line up against England at the IT20 Old Trafford on 3 July with a target audience of 700 million viewers in India.

KL Rahul is a prolific young batsman with a reputation for his casual athletic style. GULLY is a cult brand inspired by street sport, rap and hip hop, with an emphasis on comfort, quality, and affordability, aimed at the youth of India and according to Rahul 'is rooted in culture, music and fashion'.

Athleisure is a fast-growing fashion sector in India according to research. The McKinsey/BoF 2017 State of Fashion Report, cites India as by far the fastest growing global fashion market at 8% (c.f. China c.5.5% and UK/USA c.1-1.5%) and Athleisure is the fastest growing category in India at 25% (Livemint/Deloitte India 2017).

Mary Turner, CEO of Koovs said: "Athleisure and streetwear are highly popular with our globally connected, tech-savvy and style-conscious 20-something customers. KL Rahul is an icon of youth culture in India and so GULLY is a perfect brand for Koovs.com customers."

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About Koovs

Koovs achievements since IPO in 2014

Koovs sells affordable western fashion in India online. In the four years since its IPO in London, the Company has succeeded in establishing:

Significant and growing social media following and customer engagement

o 2.4 million followers including 1.9 million on Facebook and 500,000 on Instagram

A leading brand that is fashion-forward and affordable

o Recent RedSeer survey showed that Koovs continues to outperform other platforms on product variety and quality.

 A technology platform delivering seamless customer experience

o In FY17 Koovs implemented the latest modular microservices architecture to deliver scalable performance, rapid technology development and innovation

Koovs' own label and designer collaborations already leading fashion trends in India

o 40% of FY17 sales were Koovs Private Label, with Koovs featuring over 10 exclusive collections with famous Global and Local designer including Manish Arora, Hattie Stewart, Gauri & Nainika and Henry Holland

Highly experienced Management team

o Over 125 years' combined retail and technology experience

First class logistics and lead times

o Average 'order to delivery' time in January 2018 was 3.5 days compared to average of over 4 days amongst India e-tailers

Industry-leading customer care metrics

o Forrester survey ranked Koovs No.1 for "Best Customer Experience" among online-only retailers in India and RedSeer awarded Koovs the highest Net Promoter Score amongst peers

o Over £70 million invested in Koovs to date establishing itself as leading affordable fashion brand in India

About Gully

Find out more about Gully on instagram @gullylivefast