Globalising Indian Fashion

Maverick fashion entrepreneur, and fashion designer Pernia Qureshi combined fashion and e-commerce when she launched the e-commerce portal named Pernia’s Pop-Up Shop in 2012. That entrepreneurship led her to fame. Through this portal fashion designers from India can access global clientele. Many designers find it challenging or rather impossible to reach their target customers across the globe, and Pernia’s novel endeavour is an attempt to increase their potential to gain access to a much wider market. 

One can say that Pernia, an alumnus of George Washington University who began her journey in fashion in the US through interning in renowned fashion magazines like Elle, Cosmopolitan, and Harper’s Bazaar, and did costume designing for a movie named Aisha on her return to India, can be credited with creating a one-stop shop for Indian fashion designers. She realised there was a huge gap in the India’s fashion market for a luxury online multi-designer boutique and endeavoured to fill that gap through Pernia’s Pop-Up Shop after considerable planning.

An Innovative Initiative

Along with many other talented fashion designers, this e-commerce retail initiative has played a role in taking Indian fashion across the world. Over the years, the potent idea behind Pernia’s Pop-Up Shop has been translated into the reality of a huge enterprise.

 According to the report of a leading daily, Pernia Qureshi’s first sale on her online multi-designer store, Pernia’s Pop-Up Shop, was from her own label. At the nascent stage of her enterprise, Pernia had to explain her novel concept to the designers and educate them. Initially there were only 10-12 designers on the platform. She wanted to start modestly and let the business grow slowly. Masaba Gupta was one of the fashion designers who got associated with the platform at its early stage of operations. Seven years later, in 2019, the platform had close to 800 designers within its ambit. In 2019, Pernia’s Pop-Up Shop was acquired by Purple Style Labs.

The Virtual Space for Luxury 

With India’s leading designers under one roof and with diverse range of designer clothes, jewellery and accessories, today Pernia’s Pop-Up Shop offers a wide gamut of style options for its clientele whether one is looking for Indian clothing, western styles, contemporary clothing or formal silhouettes. 

At this virtual space, one can get the latest designer clothing from renowned Indian fashion designers like Anamika KhannaAmit Aggarwal, Anushree Reddy,   Rohit BalRohit Gandhi & Rahul KhannaSiddartha Tytler, Tarun Tahiliani, Ritu Kumar, Masaba Gupta, Manish Malhotra among many others.

However, Pernia’s Pop-Up Shop is more than a luxury clothing website. Here you can also get an impressive collection of beautiful luxury home dècor which includes designer bed linenluxury flooringsluxury beauty & wellness products, bedroom decor, luxury designer tableware, kitchen décor products among many others from top-notch brands, and also jewelleries and accessories by top designers.

Presence in Realty

Under Pernia Qureshi’s vision the e-commerce portal went on to become an established enterprise and had also expanded. 

Today, besides its virtual presence, Pernia’s Pop-Up Shop has its presence across several brick and mortar outlets. There are four outlets of the brand in Delhi, five in Mumbai, one store of Pernia’s Pop-Up Shop in Hyderabad, two stores of Pernia’s Pop-Up Shop in Kolkata, three in Ahmedabad, one in Bengaluru, one in Surat and one store of Pernia’s Pop-Up Shop in London. Needless to say they ship across the world so whether one is at New York or Sao Paolo one can get the best of India’s fashion industry through Pernia’s Pop-Up Shop.

The latest studio or store of Pernia’s Pop-Up Shop is located at India’s Handicrafts Emporium. The huge store, which sprawls across a retail space of almost 20,000 sq. ft., was inaugurated by Bollywood diva Madhuri Dixit, on 26th November.

Abhishek Agarwal, Founder & Director at Purple Style Labs (PSL), informed that at the new experience centre more than 2,000 designer pieces from over 100 leading luxury labels of the country would be presented. Works of renowned couturiers like Shyamal & Bhumika, Tarun Tahiliani, Falguni Shane Peacock, Amit Aggarwal, Rohit Bal, Rahul Mishra and many others are being housed at the huge outlet.

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