About Us

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Our Story

Back in the 2006, a woman named Rupa Veronica planted a seed in the maze of streets and trees that make up South of Hyderabad. She opened an online store and called it Veronica Fashion nurtured the young people who lived there and shopped online, who looked for a little of their own freedom in the clothes they wore.

As Veronica store grew from step by step, the name was changed from Veronica fashion to Merlin Fashion.

In time, Veronica's Husband and Merlin's Father Vijay came on to tend Merlin Fashion private label division, which supported product exclusive to Urban Outfitters. Demand was almost immediate and to meet this overwhelming need, Veronica and Merlin decided to create a wholesale line. It was very well-received, so much so that Veronica clubbed the businesses. For a while, the wholesale line took on many personalities.

During 2014, we realized that it was really Fashion that invoked some of our favourite images, those of femininity, courage, and spirit. It was time to get back to our roots.

Merlin's fashion shed its junior image and evolved into a more mature, contemporary brand. This allowed twenty-something women to appreciate the line of clothing that catered to their intelligence, creativity and individuality, while keeping with its great quality and affordability.

And that's just who we wanted to reach: a 20-year-old girl, smart, creative, confident and comfortable in all aspects of her being, free and adventurous, sweet to tough to tomboy to romantic. A girl who likes to keep busy and push life to its limits, with traveling and hanging out and everything in between. Who loves Veronica and  as much as she loves The Dears, and can't resist petting any dog that passes her by on the street.

Today we draw, design, sew and buy for her. We offer her countless options within our own Merlin's fashion collection, so that even if she takes her best pal shopping, they won't come out looking at all alike. And if she wants her colours and patterns all mixed up, that's even better, picking through our sweaters, knits and skirts. And our design team is expecting to offer even greater variety in our intimates and accessories business.

Merlin's Fashion sales team is in love with the Design customer, and constantly searches for accounts who believe in our aesthetic and want us to be part of their lives.

The sites have found great success with online shoppers around the world who are looking for a little something special in their online experience

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