Startup Originals Team
Fashion label Rare Rabbit, under The House of Rare, has partnered with quick commerce giant Zepto to bring premium menswear to customers in just 10 minutes. This move marks a bold expansion of quick commerce into the fashion category, giving consumers instant access to high-quality apparel across several major cities.
What the Partnership Covers:
- Initially, the collaboration will deliver Rare Rabbit menswear in Delhi, Mumbai, Bengaluru, Chennai, Hyderabad, and Pune.
- Over time, the offerings will expand to include:
• Rareism (women’s wear)
• Rare Ones (clothing for boys aged 4–14)
• Rare’Z by Rare Rabbit (footwear and streetwear) - The first set of products on delivery includes shirts, polos, and T-shirts, with accessories to follow.
Why Fashion in 10 Minutes?
- Pulkit Verma, Chief Business Officer (Digital) at The House of Rare, commented that fashion is evolving: “Our partnership with Zepto isn’t just about being fast, it’s about being relevant in the moment our customer needs us.”
- He cited “last-minute wardrobe needs” and wardrobe fixes before flights or dinners as use cases where fast delivery would matter.
- Devendra Meel, CBO at Zepto, said the collaboration helps Zepto move beyond essentials into lifestyle & fashion, giving users instant access to premium clothing.
The Quick Commerce Trend & Fashion’s Role:
- The quick commerce market in India is expected to grow from USD 2.8 billion in 2023 to over USD 10 billion by 2026, and fashion is emerging as a high-potential vertical.
- Urban millennials and Gen Z users are increasingly using Q-commerce platforms for impulse, occasion-based, or last-minute apparel needs, not just groceries and essentials.
What This Means for Rare Rabbit & Zepto:
- Rare Rabbit already has a strong offline presence with 170+ retail stores, in addition to its e-commerce operations. This partnership gives the brand a new distribution channel in urban markets.
- For Zepto, this expands its horizons into fashion and lifestyle, complementing its core quick grocery business with a differentiated offering.
- The partnership also promises real-time data insights into consumer preferences, trends, and geographies, which can help Rare Rabbit refine its products and regional strategies.
Conclusion:
By joining forces, Rare Rabbit and Zepto are redefining how fashion is delivered in India. With 10-minute delivery of premium menswear and plans to expand into womenswear, children’s wear, and footwear, this partnership signifies how fast fashion and quick commerce are merging. As consumer demand for instantaneous style grows, this could well become the new normal for urban fashion shoppers.
