Zalora launches own private label, no longer just selling other people’s stuff

Rocket Internet’s fashion e-commerce venture Zalora is stepping up its pursuit to become Asia’s biggest fashion brand with the launch of its own private label. Yes, Zalora is no longer only selling items from other brands: it’s now producing its own clothing label called Ezra.

Right now, Ezra only offers womenswear collection, but it will expand to women’s and men’s apparel, footwear, and accessories in the future. Ezra itself will be sold exclusively on Zalora, starting with the Singapore site.

I’m no master of fashion, especially womenwear, so I’ll lean on what the press release says about the new collection:

The initial EZRA womenswear collection features an exciting mix of fresh and up-to-the-minute pieces. Incorporating fun and flirty designs for the girl who loves the feminine frivolity of fashion, to chic and cutting-edge looks for the girl who likes to stand out from the crowd.

This is actually not the first time Rocket Internet is launching its own private fashion label. It has done so before with its Russian fashion site Lamoda.

If Zalora is keeping up with what its counterpart in Russia is doing, could we see a Zalora Express being launched in the future to echo Lamoda’s own logistics service, called Lamoda Express? The company-owned courier service recently stepped up its offering to users with its next-day delivery service to over 10 big cities in Russia.

Whatever the case, it’s interesting to follow what Zalora will do next with its huge asset.

You can check out the new Ezra collection on Zalora Singapore here.

(Editing by Terence Lee)