Ex-Rare Rabbit executive Lavish Soni launches IATE Fashion

Former Rare Rabbit senior executive Lavish Soni has launched IATE Fashion Pvt Ltd, with its first premium brand planned for January-February 2027, according to ETRetail. The venture aims to build an Indian brand with Rs 500–800 crore in domestic revenue over three to five years.

Soni said the initial investment requirement is Rs 2.5–3 crore. He has invested around Rs 75 lakh and plans to increase his contribution to nearly Rs 1.75 crore while discussing external funding with venture capital funds and family offices. He said fundraising would not delay the launch.

The initial product mix will be predominantly menswear, covering categories including jackets, shirts, T-shirts, denims and smart trousers, with footwear excluded. Soni said the company would begin with an online consumer-facing platform before expanding into exclusive brand outlets and multi-brand retail. A team spanning product, digital, supply chain and sourcing is already in place.

The company subsequently plans to bring international labels into India. Soni said domestic distribution would initially focus on 15-18 Indian cities, with overseas expansion eventually beginning in the Middle East.

Why it matters

The planned launch adds a new entrant to India's premium apparel segment. Its proposed move from online sales into physical retail, alongside plans to bring overseas labels into India, makes distribution and international brand partnerships central to the venture's expansion.