Myntra penetrates further into Tier II

 06 December 2022, Mumbai

Myntra is facing orders for international brands from shoppers in Tier II cities and beyond.

The marketplace onboarded 25 international fashion labels and 50 foreign beauty brands in the past 12 months and now retails more than 400 foreign brands on the platform.

Nearly 40 percent of the demand for international fashion labels is driven by shoppers in Tier II cities and beyond. Overall, Myntra sells more than 5,000 brands. The move also points to more recent aggression displayed by Indian retail houses in bringing global brands to the country to capitalize on the growing demand for branded apparel.

Greater variety helps draw in more shoppers and capture consumers across price points. For instance, Myntra onboarded American retailer Macy’s by listing its private labels in the run-up to the festive season sales earlier this year.

More recently, UK’s Boohoo marked its foray into the Indian market with Myntra and will sell brands such as Boohoo, Dorothy Perkins, and Nasty Gal across categories like dresses, tops, bottoms, and footwear. Myntra has also launched Korean clothing brand 8Seconds, Priyanka Chopra’s haircare brand Anomaly and Turkish clothing brand Trendyol.

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