Analysis · Commerce & Consumer Brands

D2C brands rethink retention after festive sales

By Startup Enthusiast · 8 September 2026

What they do

The Bear House, Libas, Koskii, Aukera, and RENEE are Indian D2C fashion brands

Founders discuss retention strategies: personalisation, avoiding heavy discounts, and testing new channels

Koskii's bridal campaign drove ₹1.5 Cr revenue; brands plan sharper pricing and controlled incentives

The story covers how five Indian D2C fashion brands approach customer retention after festive season sales.
The Bear House, based in Bengaluru, is shifting focus from topwear to denim, trousers, and complete outfits.
Koskii cofounder Umar Akhtar notes that online sales involved more discounting than desired, unlike full-price store sales.
Some brands launch at 70% discount, making a 50% discount unattractive, says Akhtar.
Aukera founder Lisa Mukhedkar warns that large markdowns can raise doubts about pricing and quality.
Koskii plans to control incentives more closely and focus on sharper product pricing in 2026.
RENEE cofounder Ashutosh Valani says a TV campaign pilot did not deliver expected results.

The festive season often leads to heavy discounting, which can hurt brand perception and repeat purchases.
Brands are realising that retention requires more than discounts, such as personalisation and product education.
Founders are testing alternative channels like pop-up shops and reconsidering media budgets.

The Bear House is a Bengaluru-based D2C fashion brand with ₹270 Cr operating revenue over 9 years.
The Bear House is shifting its product focus to denim, trousers, and complete outfits.
Libas is a D2C fashion brand led by founder and CEO Sidhant Keshwani.
Koskii is a D2C fashion brand that sells through stores and online, with a focus on bridal wear.
Aukera is a D2C fashion brand founded by Lisa Mukhedkar.
RENEE is a D2C fashion brand cofounded by Ashutosh Valani.

Koskii plans to control incentives more closely and focus on sharper product pricing in 2026.
Koskii is testing pop-up shops in apartments and corporate parks.
Brands will use 90-day repeat-purchase assessment after a customer's first order.

Product: Premium men's apparel including formal wear, casual clothing and footwear with focus on quality and design
Customers: Men seeking premium fashion and lifestyle products through online and retail channels
How it makes money: D2C with omnichannel expansion through flagship stores, shop-in-shop formats and quick commerce
What sets it apart: Profitably scaling D2C brand while avoiding capital-intensive model and maintaining customer retention focus