FS Life, the parent company of fashion labels FableStreet and Pink Fort, has secured ₹50 crore in a fresh funding round to strengthen its offline presence across India. The company plans to use this capital to open new stores, expand its market reach, and bring more women closer to well-fitted fashion.
The funding round was led by Colossa Ventures and Rahul Garg, the founder of IGNITE Growth LLP, with participation from existing investors Fireside Ventures and Mirabilis Investment Trust. With this raise, FS Life aims to move beyond its digital-first roots and build a strong omnichannel presence that connects online convenience with in-store experiences.
Expanding Beyond the Screen
Founded by Ayushi Gudwani, FS Life began as a digital-first brand under the name FableStreet, focusing on high-quality, perfectly fitted western wear for Indian women. Its sizing technology, powered by data from over three lakh body measurements, set it apart from other online fashion retailers. Over time, the company added new labels such as Pink Fort, which offers modern Indian wear, to cater to diverse fashion preferences.
Now, FS Life is gearing up for an aggressive offline expansion. The company currently operates five physical stores in cities like Mumbai, Pune, and Delhi NCR. With the new funds, it plans to double this number within six months. Over the next three years, the company targets establishing more than 100 stores across major urban centres in India. This strategy marks a major step in its evolution from an online startup to a full-fledged lifestyle brand.
Towards Profitability And Growth
FS Life’s business performance shows steady progress toward profitability. Each store, according to the company, achieves break-even within 18 months of opening. The brand is reportedly close to turning profitable overall, backed by an annual revenue run rate of around ₹160 crore. This financial stability gives FS Life the confidence to scale faster while maintaining operational discipline.
The company believes that the physical retail format will not only enhance brand visibility but also deepen customer engagement. Its online channels will continue to play a crucial role, creating a seamless shopping experience across platforms. With data-driven insights, FS Life plans to ensure consistency in fit, design, and quality, regardless of where the customer shops.
Why Going Offline Makes Sense
While India’s e-commerce sector continues to grow rapidly, a large portion of fashion shopping still happens offline. For apparel, customers prefer to see, feel, and try before making a purchase. Recognizing this, several digital-first brands have adopted a hybrid or “phygital” approach—combining the reach of online platforms with the trust and experience of physical stores. FS Life’s latest move fits perfectly into this trend, reflecting how modern D2C companies are evolving to meet changing consumer habits.
What Lies Ahead
With a strong brand portfolio, advanced sizing technology, and a growing loyal customer base, FS Life is well-positioned to strengthen its footprint in India’s competitive fashion landscape. The new funding will accelerate its offline ambitions while sustaining growth across its online channels. As the company continues to expand and refine its retail model, FS Life is shaping up to become one of India’s most prominent homegrown fashion success stories—one that blends data, design, and customer experience seamlessly.