MYNTRA COLLABORATES WITH EMAAR

With the launch of a new fashion brand, Myntra Fashion, in the Middle East retail platforms, Myntra has expanded its offerings to international markets as well.

Commenting on the international expansion, Myntra CEO Amar Nagaram, said, “Our research identified high levels of potential channels across the globe offering significant opportunities in the online fashion segment. Amongst these, the Middle East stood out in terms of the audience’s demographic profile, extremely high mobile penetration, the similarity in fashion preferences and a large population of Indian origin. We are looking forward to a 5X growth from the partnership over the next two years.”

Noon is a horizontal ecommerce platform that hosts products across categories, while Namshi is a vertical ecommerce platform that primarily focuses on fashion in the premium segment. The expansion will be facilitated by Myntra’s latest partnership with Emaar Group-owned regional ecommerce platform Noon and Namshi that will host Myntra Fashion brand on their website.

The ecommerce emphasised Myntra will be largely focusing on the casual wear category, which forms a major portion of its business in the domestic market. The company also believes that the casual wear category is one of the major trends at the moment with the pandemic. Over 75% of the styles being exported by Myntra to these markets are developed in India.

These brands and styles were chosen based on regional trends and consumer preferences. The brands that have been launched on Noon are Dressberry, Mast & Harbour, Moda Rapido, Here & Now, Sztori and HRX, while Namshi will list Dressberry, Mast & Harbour, Wrogn and HRX over the next few weeks.