With the introduction of DeFacto, Myntra expands its foreign brand portfolio

01 December 2021, Mumbai:

With the debut of DeFacto, Myntra, India's top fashion e-commerce site has added to its international brand portfolio. DeFacto, an Istanbul-born European company, has 503 offline locations in 47 countries and provides a variety of styles for men, women, girls, and boys.

Young folks making their first independent fashion purchases are among the brand's target consumer profile. 

DeFacto will focus on the mass-premium consumer sector in India.

DeFacto, in collaboration with Myntra, has over 900 style options for men, women, and children on the marketplace, with ambitions to expand further in the coming months. In India, the brand's catalog is primarily focused on ladies, accounting for over 60% of total inventory, followed by men, and finally children, with a significant emphasis on winterwear. 

There are other fashions influenced by 'work leisure' and 'let's the party in the works. DeFacto will also have a dedicated brand shop on Myntra-Mall, Myntra's in-app mall, to showcase prominent brands and help users discover new brands and products.

"Being the one-stop fashion and lifestyle destination for international brands in India, we are in a continual drive to cater to the demands of new-age lifestyle customers," Sharon Pias, Chief Business Officer, Myntra, stated.

The addition of DeFacto to our platform will enhance the mass premium category even more. DeFacto is a valuable addition to our portfolio, allowing us to provide the top international fashion brands at reasonable costs.

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