Fashion e-tailer Myntra aims to take its fashion brands to international markets like Southeast Asia and Europe. The Flipkart-owned company has already forayed into the Middle East market in partnership with e-commerce platforms, noon.com and namshi.com. Both Noon and Namshi are part of the Emaar group, a conglomerate located in the UAE.
Myntra focused on markets that are similar to India in terms of mobile internet and e-commerce penetration and Indian-origin population, and then narrowed down to the Middle East market.
Noon is a horizontal e-commerce platform with offerings in multiple categories and will offer Myntra's Dressberry, Mast & Harbour, Moda Rapido, Here & Now, Sztori and HRX brands.
Namshi, which focuses primarily on premium fashion, will list Dressberry, Mast & Harbour, Wrogn and HRX over the next few weeks.
These brands and styles were chosen based on regional trends and consumer preferences. The e-commerce company hopes to achieve a 5X growth from these partnerships over the next two years. This will allow it to offer Indian origin brands to millions of shoppers overseas, including Indian natives in the region.