FableStreet

FableStreet (now operating as FS Life) is a digitally native lifestyle brand redefining women’s fashion through data-driven design and hyper-localized sizing. The company began as a premium workwear brand addressing the gap in well-fitting, stylish office attire for Indian women. By 2022, it evolved into a multi-brand platform under FS Life, encompassing FableStreet (western wear), Marigold (modern Indian wear) and Mikoto (sterling silver jewelry).

Core Products and Services

• Western Workwear: Tailored blazers, trousers, dresses and co-ords priced at ₹1,500–₹7,000.

• LivIn Pants: Versatile, wrinkle-resistant bottoms contributing 20% of total sales.

• Modern Indian Wear (Marigold): Contemporary sarees, kurta sets and fusion wear blending traditional crafts with modern silhouettes.

• Jewelry (Mikoto): Sterling silver and semi-precious stone collections at ₹1,000–₹10,000.

• Online: Direct sales via website/app (35% revenue) and marketplaces (Myntra, Nykaa – 60%).

• Offline: Flagship stores in Mumbai, Pune and Delhi (5% revenue, targeting 15% by 2025).

Key milestones

• Raised $9.14 million across seed (2017), Series A (2019) and Pre-Series B (2022) rounds, led by Fireside Ventures.

• Transitioned to FS Life in 2022, scaling to a house of brands with 500+ employees and 1,000+ SKUs.

• Achieved 10x growth during COVID-19, hitting ₹70 crore revenue in FY23 and targeting ₹200 crore in FY24.

• Partnered with Sonakshi Sinha, Huma Qureshi and Srinidhi Shetty as brand ambassadors for its #FitsLikeNothingElse campaign.

Business Model & Revenue Streams

• Online Sales (95%): Marketplaces: 60% (Myntra, Nykaa, Ajio). D2C Platforms: 35% (website/app with 15,000 monthly orders).

• Offline Retail (5%): 700–1,000 sq.ft. stores in premium malls, averaging ₹30–50 lakh/store setup costs.

• B2B (Corporate Wellness): Bulk orders for enterprises like IT parks and airlines.

Customer Segmentation

• B2C (90%): Urban women aged 25–45 in metros (60% sales) and Tier 2 cities (40%).

• B2B (10%): Corporates and hospitality sectors.

Top Clients & Partnerships

• Marketplaces: Myntra, Nykaa, Ajio (contributing 60% of GMV).

• Celebrity Ambassadors: Sonakshi Sinha, Huma Qureshi – driving brand visibility and social media engagement.

• Investors: Fireside Ventures, Ghazal Alagh (MamaEarth) and Cars24 founders.

• Tech Partners: Razorpay, Cashfree for seamless payments.

Future Outlook & Strategic Priorities

• Offline Expansion: 10–15 stores by mid-2025, focusing on metros and Tier 1 cities.

• Category Innovation: Launching denim, party wear and personalized 3D-printed jewelry.

• International Markets: Piloting in the UAE and US via Amazon Global Selling.

• Margin Pressure: Rising CAC (₹1,500 for new customers) amid competition from Zivame and Aurelia.

• Offline Execution: High fixed costs (₹30–50 lakh/store) and inventory turnover challenges.