Jolene.club

What Jolene.club does

Jolene.club is an India-based direct-to-consumer fashion retailer operating exclusively through its owned e-commerce storefront at jolene.club, founded in 2023 and headquartered in Bengaluru. The company designs and sells women's apparel — including shirts, tops, t-shirts, bottoms, jeans, dresses, skirts, athleisure, co-ords, and resort wear — and has recently expanded into a men's shirts collection and digital gift cards. Its catalog spans roughly 400+ SKUs positioned around 'sharp silhouettes and soft fabrics' using cotton, linen, viscose, modal, and spandex blends, with products priced in Indian Rupees between approximately ₹550 and ₹4,490.

The underlying technology is a Shopify-powered storefront fronted by a Cloudfront CDN, without proprietary AI or ML components and without a mobile app. The platform supports standard self-serve browsing, COD up to ₹10,000, free shipping above ₹1,800, and a 7-day paid return and exchange policy. Brand discovery and retention are driven through organic social channels (Instagram, Facebook, LinkedIn, Twitter/X), a blog at blogs.jolene.club, an email newsletter with a 10% first-purchase acquisition code (NEW10), and curated merchandising tools like 'Shop By Looks' and 'Shop The Look'.

Commercially, Jolene is a private company with 11–50 employees, no disclosed funding rounds, no parent or subsidiary relationships, and no named management team in public sources. All revenue is derived from one-time direct product sales to Indian consumers, with no enterprise or wholesale channels reported. Geographic scope is domestic India only, and ownership, governance, and investor information are not publicly disclosed.

Name

Jolene.club

Legal name

Jolene.club

Website

https://jolene.club

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

Jolene.club is an India-based direct-to-consumer fashion brand selling women's and men's apparel — shirts, tops, dresses, jeans, athleisure, and resort wear — through its owned Shopify storefront, targeting fashion-conscious Indian consumers with premium fabrics at accessible INR price points.

Ownership category

akta.pro rank

Headquarters

HQ city

Bengaluru

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations

Revenue model

1. Direct Product Sales: Revenue generated from direct sales of apparel products including shirts, tops, t-shirts, bottoms, jeans, dresses, and accessories through their e-commerce platform. Products are sold at fixed prices with periodic discounts and promotions.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Jolene.club is an Indian direct-to-consumer fashion e-commerce brand that designs and sells modern women's apparel featuring sharp silhouettes and soft fabrics, including shirts, tops, t-shirts, bottoms, jeans, dresses, skirts, athleisure, co-ords, and resort wear. The brand also offers a men's collection and digital gift cards, with 400+ SKUs sold exclusively through its Shopify-based online storefront at jolene.club with INR pricing.

Product overview

Jolene.club is an Indian women's clothing brand offering a comprehensive fashion portfolio built around sharp silhouettes and premium fabrics. The product ecosystem consists of multiple product lines organized as collections: Core apparel includes Shirts, Tops, T-Shirts, Bottoms (trousers, joggers, pants), JLN Jeans (denims), and Dresses. Specialized collections feature Denim Edit (curated denim pieces), Skirts, Athleisure (activewear), Co-ords (coordinated loungewear sets), and Resort Wear (vacation apparel). The brand has expanded into Men's wear and offers a Gift Card product. Supporting collections include Best Sellers, New Arrivals, and Clearance Sale. All products emphasize quality fabrics including cotton, linen, viscose, modal, and spandex blends, with offerings spanning casual, workwear, and resort styling.

Differentiator

Problem solved

Functional benefit

Products and services

• Shirts Collection Formal and casual shirts crafted from cotton, linen, and viscose blends, featuring various fits including boxy, oversized, and regular silhouettes. Targeted at women seeking versatile everyday and workwear options.
• Tops Collection Versatile tops including blouses, halter tops, and smocked styles designed for work and casual wear, featuring various necklines and sleeve types.
• T-Shirts Collection Basic and premium t-shirts crafted from cotton, modal, and poly cotton blends, available in crop, boxy, oversized, and regular fits.
• Bottoms Collection Wide range of bottoms including trousers, joggers, track pants, flare pants, and wide leg pants in various fabrics like linen, viscose, and cotton blends.
• JLN Jeans (Denims Collection) Denim jeans featuring various fits including slim fit, wide leg, bootcut, flare, and straight fit styles in multiple washes and colors.
• Dresses Collection Extensive dress collection including bodycon, sheath, midi, maxi, wrap, and shirt-style dresses in various lengths and silhouettes.
• Athleisure Collection Activewear including sweatshirts, hoodies, active jackets, track pants, and joggers made from Modal and Spandex blends.
• Resort Wear Collection Vacation-ready clothing featuring linen shirts, printed dresses, flare pants, and halter neck tops in lightweight fabrics.
• Co-ords (Loungewear) Collection Matching coordinate sets including linen shirts and flare pants designed for coordinated casual styling.
• Men's Collection Men's shirts in soft cotton and linen fabrics, featuring full sleeve designs in various colors including olive, navy, rust, and sage.
• Jolene Gift Card Digital gift cards available in INR 500 denominations, redeemable online at jolene.club with no expiry date, delivered via email.

Quantifiable outcome

• 400+ products across multiple categories
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Emerging players

• Bewakoof: Bewakoof is an Indian D2C casual and streetwear brand offering t-shirts, hoodies, and loungewear at affordable prices. It overlaps with Jolene's athleisure and t-shirt categories and competes for similar young Indian consumers.
• Snitch: Snitch is a fast-growing Indian D2C menswear brand with similar vintage to Jolene. While it focuses on men's shirts and casualwear, it represents the same digitally-native, vertically-positioned D2C playbook that Jolene uses.

Direct peers

• Aurelia (TCNS Clothing): Aurelia is TCNS's everyday contemporary women's wear brand selling tops, kurtas, bottoms, and dresses for work and casual occasions. It competes head-on with Jolene's 'desk to dinner' value proposition.
• W for Woman (TCNS Clothing): W is a flagship women's apparel brand from TCNS Clothing Co., offering western and indo-western wear to Indian women across shirts, dresses, and bottoms. It shares Jolene's mid-premium positioning, India focus, and catalog breadth.
• Biba Apparel: Biba is one of India's largest ethnic-fusion women's wear brands offering kurtas, suits, and fusion wear. While more ethnic-leaning than Jolene, it competes for the same mid-premium wardrobe share.
• AND (Aditya Birla Fashion): AND is one of India's leading premium women's western-wear brands owned by Aditya Birla Fashion and Retail. It targets the same fashion-conscious 18-45 female segment with shirts, dresses, tops, and bottoms at accessible-premium price points, making it the closest like-for-like competitor to Jolene.
• Global Desi: Global Desi, also part of TCNS, offers boho-inspired contemporary women's apparel in the accessible-premium band. It overlaps directly with Jolene's dresses, tops, and resort wear categories.
• Libas: Libas is an Indian women's ethnic and contemporary wear brand offering kurtas, suits, dresses, and bottoms at accessible prices. It shares Jolene's mid-market positioning and Indian D2C-plus-offline distribution model.

Broad incumbents

• Zara India (Inditex): Zara is a global fast-fashion incumbent with significant Indian retail footprint, including online sales. It competes with Jolene for fashion-conscious Indian consumers seeking trend-driven apparel at the upper-mid price band.
• H&M India: H&M is a global fashion incumbent with omni-channel operations in India. It competes with Jolene across shirts, dresses, bottoms, and basics in the accessible price segment where Jolene's products overlap.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat1 record

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/JoleneClub
• Facebookfacebook.com/jolene.club
• LinkedInlinkedin.com/company/jolene2023
• Instagraminstagram.com/jolene.club

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jolene.club