Myntra uses UK retailer Missguided


NEW DELHI : Walmart-backed online fashion platform Myntra has announced a strategic collaboration with UK brand Missguided. The association will see Missguided sell her clothes and fashion accessories on the Myntra platform in India and target her clientele of women between 16 and 25 years old.

Missguided is an online brand that retails in the United States, France, Australia, and Germany and has grown in importance over the past decade. Missguided is known for her progressive styles and design-driven tailoring. Myntra will present to begin with 350 styles of the brand. The Missguided clothing line is available at an average retail price of ??2,500, the company said.

The brand will also have its own official store on the Myntra app, the company added. Demand for international brands is increasing on its site, said Myntra, the category seeing significant growth in terms of sales. Its designs are chosen from social media, street style and popular culture trends, the company said.

Sharon Pais, Director of Business at Myntra, said Missguided has made a place for itself in the global fashion arena by committing to its customers to deliver the latest designs and styles based on trends. “Missguided is certainly going to be well received by our cohort of clients as they are very open to creative and experimental styles on a global scale.”

Nitin Passi, Founder of Missguided, added: “We are happy to enter the Indian market. We are confident that our partnership will help us strategically develop the brand and establish a deep connection with young buyers. “

In August, Myntra joined London-based online fashion brand Urbanic in India, targeting young shoppers. The brand has high visibility among GenZ buyers.

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