• Koovs sales surge 115% in four months ending July 31
  • Bosses hail “significant growth” in brand awareness and online traffic


Indian etailer Koovs’ sales more than doubled during the summer as its bosses hailed “significant growth” in brand awareness.

Gross sales values through the Koovs website rocketed 115% to INR473m (£5m) in the 17 weeks ending July 31, as website traffic climbed 142% to 1.4 million visits per week.

The business also grew conversion rates from 1.3% to 1.4%, as its expanded product range of 10,100 SKUs – up 43% year-on-year – gained traction among shoppers.

Koovs said brand awareness among consumers increased from less than 1% to 18% year-on-year, helping its registered website users and social media followers more than double to 1.2 million and 1.7 million respectively.

The business invested in its first cross-platform marketing campaign, Step Into Koovs, last November and said this was “the first step in building brand affinity”.

Growing market

The online fashion retailer said its sales growth was “notably ahead” of India’s market benchmarks of 50% year-on-year growth in ecommerce and 75% in fashion etailing.

Koovs said the market continues to offer “a huge opportunity” online in a “rapidly expanding market”, which is forecast to grow five-fold to £2.5bn by 2020.

The etailer’s chief executive Mary Turner said: “The market for online fashion in India is growing rapidly and Koovs continues to outperform market growth.

“Our investment in brand marketing is delivering excellent results, significantly increasing brand awareness and establishing a strong platform from which to build brand affinity and customer loyalty.”