E-commerce

With storefronts in the fulfillment mix, fashion brands speed up deliveries

Akshita Toshniwal

July 10, 2025 | 10 Min Read

Omnichannel fashion and apparel brands are testing out new fulfillment models to meet growing consumer expectations for faster deliveries.

Key Takeaways

Brands like NEWME, Snitch, and GIVA are turning stores into delivery hubs, reclaiming quick delivery timelines from marketplaces by building their own rapid fulfillment models.
Store-led fulfillment is helping cut logistics costs and simplify returns, but integrating tech and inventory across channels remains a major hurdle.
Quick delivery isn't cheap, brands are figuring out who should foot the bill for convenience.
No single model fits all as brands experiment with a mix of dark stores, storefronts, and hybrids, though scaling dark stores beyond metros remains a challenge.

When fast fashion retailer NEWME decided to reach its Gen-Z consumers faster, it didn’t follow the usual playbook. Instead of outsourcing delivery to platforms, the retailer took full control of the process.

Accel-backed NEWME opted to fulfill its online orders primarily via its retail stores, aiming to maintain control over the customer experience. In May this year, it expanded its 60-minute delivery service to Bengaluru after successful pilots in Delhi-NCR. The retailer, which stays off marketplaces and horizontal platforms, had until then used only shared dark stores to fulfill online orders.

“Store-led delivery is easy because the product is near the consumer. It’s already there. So your transportation cost goes down and your delivery speed goes up, but major challenge is to main right sizes for customers entering the store as well,” says its co-founder and CEO Sumit Jasoria.

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