Indigo partners with Convictional to fuel assortment growth through third-party vendors

TORONTO, October 4, 2021 / CNW / – Indigo (TSX: IDG), Canada’s largest book and lifestyle retailer, is pleased to announce its partnership with Convictional to launch an expanded assortment on Indigo’s digital platforms.

Fuel the growth of the Indigo assortment while providing access to its millions of customers
Indigo has integrated with Convictional’s supplier activation platform to offer a smartly designed drop-shipping program, delivering large-scale curation on Convictional’s transformation tools represent an exciting opportunity to enhance Indigo’s home, kids, babies and wellness product assortment, providing connectivity to platforms used by digital brands and innovative technologies today. This partnership also gives the Indigo supplier community access to millions of Canadian customers.

“I am delighted to partner with Convictional to offer Indigo customers an even wider assortment of the best brands and products, including from Canada Own Green Beauty experts, The Detox Market. “said Andrea Limbardi, Chief Digital Officer of Indigo. Condemning. Hundreds of new brands now have quick and direct access to join the millions of Canadian customers who visit every week . ”

Serve customers by serving brand partners
With Convictional, Indigo gives potential suppliers a streamlined self-service supplier experience and a full range of integration options – from Shopify integrations to more traditional integrations – to synchronize product content, pricing, inventory and to receive and fulfill drop shipping orders. Once the data and technical barriers are removed, brand partnerships can focus on offering the most comprehensive assortment on

“Indigo’s commitment to its supplier experience has led brands to push us through our doors. Within weeks, Indigo has grown into the easiest large retailer to associate with modern, organized brands and suppliers, ”said Chris Grouchy, President of Convictional. “When you treat suppliers like you treat your customers, growth happens.”

“The integration with Indigo as a supplier and the collaboration with Convictional has been a seamless process. This platform has allowed us to accelerate our partnership quickly and efficiently and the contact support team has been a useful resource for our onboarding process, ”said Juna yoo, CFO, The Detox Market.

Interested in selling on
Brands interested in selling on can inquire at [email protected]

About Conviction
Convictional is the vendor activation platform that helps corporate retailers, markets and distributors launch and scale their markets by providing a modern way to connect and deal with every third party vendor including dropship, market and wholesale. A powerful API-based infrastructure enables buyers and sellers of products to automate commerce regardless of their integration preference, including native API, EDI, and platform applications. For more information on Convictional, visit

About Indigo
Indigo is a Canadian company listed on the Toronto Stock Exchange (IDG). Indigo is from Canada leading book and lifestyle retailer, offering an assortment of books, gifts, baby, children’s, wellness and lifestyle products, which support their customers on a daily basis and at key stages of life by simplifying their route to live with intention. Indigo believes in real books, in living life fully and generously, in being kind to each other and that stories – big and small – connect us.

THE SOURCE Indigo Books & Music Inc.

For further information: Madeleine Löwenborg-Frick, Director, Corporate Communications, mr. 647-326-6633, ex. [email protected]

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