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Pomelo morphs from fashion label to multi-brand platform

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 which 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.

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