India's online lingerie retailer Zivame plans to turn into a fully private label retailer, which will help it garner higher margins. Zivame started out as a retailer of various lingerie brands like Jockey and Enamor, but launched three private labels, Penny, Cou Cou and Rosaline in 2013. These three brands are now expected to be rebranded as Zivame.

Private labels are brands started and owned by retailers and have higher margins of as much as 60 per cent and almost double, compared to margins offered by brands owned by other companies.

According to a Mint report, Zivame also plans to adopt an omni-channel strategy by starting brick-and-mortar stores through the franchisee model.

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Additionally, the lingerie retailer has started shipments to countries which have a sizeable Indian population like the UAE, US and Canada.

Based out of Bangalore, Zivame started operations in August 2011.