UK-based digital media company Four Cross Media’s fashion and lifestyle venture The American Swan Lifestyle Company (TASLC) will make its products available pan-India by the end of the financial year. The media company has invested Rs 40 crore in TASLC for its newly launched e-commerce venture.

Having chosen the Indian market for its lifestyle venture, Four Cross Media incubated TASLC in February last year and has been making the products available in multibrand outlets since November. At present the products including, apparels, footwear, accessories and beauty and personal care products are retailed through over 100 retail outlets in the northern markets like Punjab, New Delhi, NCR and Haryana, said Anurag Rajpal, CEO of TASLC.

“Four Cross Media finds the Indian growth story promising for its lifestyle venture. We are having a hybrid model of traditional MBO retail, exclusive brand outlets and e-commerce to reach out the entire market. The products should be available in 500 outlets in next financial year. By April-May we plan to open exclusive “concept stores” and will scale it up through franchisees. We have also launched an e-commerce portal AmercianSwan.com,” he said.

The seed funding will be utilised for the e-commerce business and the company will go for the next round of fund raising in six to eight months. TASLC will either look for private equity funds or get a strategic partner into the business.

“The company also has plans to take this venture to other developing countries like China, Russia and some of the markets in Southeast Asia. The products too are global as the apparels are sourced from India, accessories from Far East and beauty and personal care products from Europe,” he said.

The company will also work on brand building in the coming quarters through social media and mass media.

sangeethag@mydigitalfc.com