Lilly+ Sid has entered the Indian market in a digital-first approach with an exclusive tie-up with Reliance Retail’s Ajio.
August 03, 2021
Norlanka Brands, the retail arm of PDS Multinational Group, has acquired a majority stake in Lilly + Sid, the organic British kidswear brand, and introduced the brand in India. The kidswear brand has a range of trendy yet conscious offerings for children’s wear, made with 100 percent organic cotton.
The British brand has a presence on the shelves of heritage British retailers like Harrods, Harvey Nichols, and Selfridges. Now, Lilly + Sid has entered the Indian market in a digitally forward, digital-first format with an exclusive association with Reliance Retail’s fashion marketplace Ajio. This e-commerce first approach allows Norlanka Brands to follow more environment-friendly processes for digital supply chain management and adopt sustainable practices for an overall reduction in their carbon footprint.
Started in 2009 by Imran and Emma Hassan in the UK, Lilly + Sid was started with a mission to create clothes for children, combining quality with organic fabrics in a planet-friendly manner. The brand has now evolved into one of Britain’s top sustainable kidswear labels with ‘unique designs for little people and their planet’.
Mr. GS Periwal, CEO, Norlanka Pvt Ltd, said, “With a robust digital presence, we wish to offer Indian consumers a product line that is sustainable, conscious, and does not compromise on the quality of clothing for children. For us at Norlanka, where we believe that the future of fashion is sustainable, the unique handwriting and the organic story of Lilly + Sid matches our philosophy.”
Having a 100 percent organic cotton clothing line, Lilly + Sid’s kidswear range focus on sustainability without sacrificing style. While conventional cotton uses about 16 percent of the world’s insecticides and 7 percent of pesticides, organic cotton doesn’t damage the soil, has less impact on the air, uses 88 percent less water, and has 62 percent less energy.