The Label Life

The Label Life operates as an internet-first lifestyle brand headquartered in Mumbai, India, targeting the modern, financially independent woman. Founded in 2012 by Preeta Sukhtankar, with Sonam Shah and Yashika Punjabee joining as co-founders later, the company has established a distinct position in the e-commerce fashion market. Sukhtankar, leveraging her extensive background as a television producer at MTV and publisher for magazines like Seventeen and L'Officiel India, identified a market gap between high-street fast fashion and luxury apparel for the Indian woman's "9-to-9 lifestyle".

The business model is centered on a direct-to-consumer approach via its e-commerce platform, offering curated collections of clothing, accessories, footwear, and home decor. A key element of its strategy involves collaboration with celebrity "Style Editors" including Malaika Arora and Bipasha Basu, who help curate and style the collections, adding a layer of personal guidance to the shopping experience. This model initially began as three separate platforms—The Home Label, The Closet Label, and The Trunk Label—which were consolidated into TheLabelLife.com in 2015 to streamline operations and unify the brand identity. Revenue is generated directly from the sale of these products. The company has also expanded its reach through an omnichannel strategy, including partnerships with major online marketplaces like Myntra and Jabong and exploring physical retail through pop-up shops and store-in-store formats.

The product assortment is described as "elevated essentials," focusing on high-quality, classic pieces with contemporary styling, aimed at women looking for long-lasting, versatile items rather than disposable, fast-fashion trends. The brand is known for its signature white shirt, which is updated with a new style monthly. Over its history, The Label Life has successfully raised approximately $5.14 million in funding over six rounds from investors including Kalaari Capital and Kalpavriksh Trust. In a significant milestone, the company was acquired by GOAT Brand Labs on January 17, 2022, with the new parent company aiming to scale the brand significantly and expand into new categories like jewelry and personal care. Post-acquisition, founder Preeta Sukhtankar transitioned to an advisory role.

Keywords: e-commerce fashion, lifestyle brand, women's apparel, direct-to-consumer, celebrity-curated, Indian fashion market, home decor, fashion accessories, online retail, Preeta Sukhtankar, GOAT Brand Labs, Malaika Arora, Bipasha Basu, omnichannel retail, elevated essentials, Mumbai startup, fashion styling, personal shopping, contemporary silhouettes, curated collections