Bengaluru-based leading fashion and apparel marketplace Myntra is expanding its reach by going global with the launch of its fashion brands in the Middle East through partnerships with UAE’s ecommerce platforms noon.com and namshi.com, an Emmar Group conglomerate.
Noon is a horizontal online retail platform with offerings of multiple categories and segments, while Namshi is a verticle platform that focuses primarily on fashion in the premium segment.
Myntra brands that would be launched on Noon include Dressberry, Mast & Harbour, Moda Rapido, Here & Now, Sztori, and HRX, while the ones to be launched on Namshi include Dressberry, Mast & Harbour, Wrogn and HRX, over the coming few weeks.
As reported by Indian Express (1), the fashion-tech platform has partnered with over 3000 leading fashion & lifestyle brands with services across 27000 pin codes in India.
Focus on casual wear categories
Myntra will be focussing on casual wear categories with its entry in the Middle East as it forms a major portion of the business in the domestic market.
Athleisure is among the categories that has seen a huge spike in demand during the pandemic. Myntra exports more than 75% of styles to these markets, which are being developed in India.
Amar Nagaram, CEO at Myntra, said,
“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. Myntra will continue to explore new markets in order to build brands of international repute and expand its base of global consumers.”
This marks as a significant milestone in Myntra’s journey so far and marks the next phase of growth for Myntra.