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The company, started by former Lazada Thailand managing director David Jou, positions itself as a digitally native fashion brand that is vertically integrated – that is, it works with manufacturing partners and handles its own sourcing of materials to design to retailing. Pomelo is betting that by enabling shoppers to narrow down their choices online and then sending the chosen pieces to physical retail stores for trying on for fit, it is able to marry the convenience of online commerce and offline service. The company is also able to rent smaller spaces at prime

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