Pomelo roams from fashion label to multi-brand environment
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Thai-based omnichannel fashion platform Pomelo has launched a redesigned version of its online platform which features multiple brands.
Besides offering in-app exclusive live streaming, the new app houses more than 100 brands on its Thai version, including Vans, Converse, L’Occitane, and local brands such as Rally Movement and Matter Makers.
But the company told Inside Retail Asia it will continue to design and release its own Pomelo range as well.
Pomelo, which is building a footprint across Southeast Asia, plans to expand its expanded multibrand selection into other markets next year.
The new app has a feature called Tap Try Buy, previously called Pomelo Pick Up, which allows customers to order items online through the app or website, select a store or partner location to try on their selected items, and only pay for only what they choose to keep. Tap Try Buy orders already make up almost half of the retailer’s online orders, a percentage that has grown during the Covid-19 crisis.
Overseeing the new multi-brand direction is Alexandra Schonfrucht, newly appointed former Zalando and JD Sports executive, who is now Pomelo’s global head of third party brands.
“We’re thrilled to welcome Alexandra to the Pomelo team as we enter this next phase of growth as a multi-brand platform,” said David Jou, CEO, and founder of Pomelo. “We’re continuing to build a diverse brand portfolio to provide the best omnichannel experience for our users.”
The new app also incorporates Pomelo’s new branding elements including a refreshed logo.
Questions & Answers
Q.Which brands has Pomelo added to its multi-brand platform in Thailand?
Which brands has Pomelo added to its multi-brand platform in Thailand?
The platform now features brands like Vans, Converse, L’Occitane, and local Thai labels such as Rally Movement and Matter Makers. There are over 100 brands available on the Thai version of the app.
Q.What is the purpose of the 'Tap Try Buy' feature?
What is the purpose of the 'Tap Try Buy' feature?
The 'Tap Try Buy' feature allows customers to order items online, try them on at a selected store or partner location, and only pay for the items they decide to keep. This feature was previously called Pomelo Pick Up.
Q.Who is overseeing Pomelo's new multi-brand strategy?
Who is overseeing Pomelo's new multi-brand strategy?
Alexandra Schonfrucht, a former executive from Zalando and JD Sports, is overseeing the new multi-brand direction. She has been appointed as Pomelo’s global head of third party brands.