THE concept of an in-store label is not new: Homegrown department stores such as Tangs, Metro and Robinsons have been selling products created by their own merchandisers or design teams for decades. Designer shoe retailer On Pedder has its more affordable range of Pedder Red, and famed multi-label concept stores Opening Ceremony and Creatures of Comfort all have their own private labels. Now, online stores are also cashing in on brands of their own, rather than simply selling products from other labels that they stock.

E-commerce behemoth Zalora, for one, which carries a multitude of brands ranging from homegrown labels such as Future State to international players such as Mango, River Island and American Apparel, has been selling its own brands Something Borrowed and Ezra. Now that it has established itself as a major fashion retail force, it has rebranded Ezra as simply, Zalora. The debut collection offers men's and women's accessories, shoes and apparel that range from everyday basics to on-trend statement pieces.

"Ezra was a pilot project for us to understand the market, assess our customers' requirements and better streamline processes including design and sourcing," explains Avni Pundir, managing director and head of private labels at Zalora.