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PepsiCo launched its own online e-Commerce hub in 2019 - 'House of PepsiCo' for its fans to shop from its growing number of global fashion collaborations. The 'House of PepsiCo' was described as 'the next chapter' for the company's licensed apparel business. With this online portal, PepsiCo expected to offer value addition for its partners by driving traffic to their e-Commerce pages. This initiative was also a step towards boosting visibility to PepsiCo's portfolio globally, and to its internal and external partners. While other QSR brands such as TacoBell and KFC collaborated with fashion brands like Forever21, it was now PepsiCo's turn to take the plunge into the fashion e-Commerce world. Officials expected that this initiative could reposition PepsiCo as an emerging lifestyle brand. It already had global collaborations and licensing deals with leading brands to sell products based on art, music, culture and sports. However, like any other brand that tried hard to transform into a lifestyle brand, PepsiCo could also come across some uncertainties. Experts claimed that stretching a brand too thin from its synergies could decrease its revenues, damage the core brand as well as lose its customer base. Would the 'House of PepsiCo' help the company achieve its dream of becoming a lifestyle brand?