Lycra to strengthen stretch lines for 'House of Brands'

“Lycra fibre is a world-renowned fibre brand and offers a benchmark in quality and innovation in the realm of fashion when used as an ingredient in fabric. Our collaboration with the US-based innovator for the global apparel industry will redefine and enhance our offering, especially in categories like denim, activewear, athleisure, and innerwear,” said Neetu Jotwani, vice president sourcing, House of Brands, Flipkart Group.

As part of this partnership, The Lycra Company will share marketing and technical insights with House of Brands to develop collections with cutting edge fibre and fabric technology innovations, focused on meeting the consumer’s satisfaction gaps.  An online joint-marketing campaign will be launched in 2021, enabling House of Brands to leverage the equity of the Lycra fibre brand to appeal to the quality conscious customers. Millions of Myntra and Flipkart Fashion customers across the country will have the chance to experience the fit solution that Lycra fibre brings to their shopping. The product range will cover denim and athleisure styles in the first launch. 

“The collaboration with House of Brands is a significant milestone to broaden consumer accessibility to garments with a fit solution by Lycra fibre. Our goal is to continuously deliver innovative garment solutions to consumers via strong retail collaborators, ultimately enhancing consumer’s preference and affinity to the Lycra brand,” said Fabrizio Maggi, South Asia commercial director of The Lycra Company.   

The Lycra Company a global leader in developing innovative fibre and technology solutions for the apparel industry. Headquartered in Wilmington, Delaware, The Lycra Company is recognised worldwide for its innovative products, technical expertise, and unmatched marketing support. The Lycra Company owns leading consumer and trade brands:  Lycra, Lycra HyFit, Lycra T400, Coolmax, Thermolite, Supplex and Tactel.

House of Brands (HOB) brings together Flipkart Fashion Originals (FFO) and Myntra Fashion Brands (MFB) while focusing on building a curated selection, including both international and domestic product offerings. It houses indigenously developed fashion brands and aspirational international fashion brands (license model) that cater to consumers across genders, product categories and usage occasions with an aspiration to become the largest fashion house in India.

The Flipkart Group is one of India's leading digital commerce entities and includes group companies Flipkart, Myntra, and Flipkart Wholesale. Started in 2007, Flipkart has enabled millions of consumers, sellers, merchants, and small businesses to be a part of India's e-commerce revolution, with a registered customer base of over 300 million, offering over 150 million products across 80+ categories.

The Lycra Company and House of Brands including private labels of Myntra and Flipkart Fashion, have announced their partnership for developing new stretch lines to help deliver durability & improved quality to their garment offerings. The new stretch lines will be used for brands like Roadster, HRX, House of Pataudi, Dressberry, Metronaut, Divastri, Adrenex.

“Lycra fibre is a world-renowned fibre brand and offers a benchmark in quality and innovation in the realm of fashion when used as an ingredient in fabric. Our collaboration with the US-based innovator for the global apparel industry will redefine and enhance our offering, especially in categories like denim, activewear, athleisure, and innerwear,” said Neetu Jotwani, vice president sourcing, House of Brands, Flipkart Group.

As part of this partnership, The Lycra Company will share marketing and technical insights with House of Brands to develop collections with cutting edge fibre and fabric technology innovations, focused on meeting the consumer’s satisfaction gaps.  An online joint-marketing campaign will be launched in 2021, enabling House of Brands to leverage the equity of the Lycra fibre brand to appeal to the quality conscious customers. Millions of Myntra and Flipkart Fashion customers across the country will have the chance to experience the fit solution that Lycra fibre brings to their shopping. The product range will cover denim and athleisure styles in the first launch. 

“The collaboration with House of Brands is a significant milestone to broaden consumer accessibility to garments with a fit solution by Lycra fibre. Our goal is to continuously deliver innovative garment solutions to consumers via strong retail collaborators, ultimately enhancing consumer’s preference and affinity to the Lycra brand,” said Fabrizio Maggi, South Asia commercial director of The Lycra Company.   

The Lycra Company a global leader in developing innovative fibre and technology solutions for the apparel industry. Headquartered in Wilmington, Delaware, The Lycra Company is recognised worldwide for its innovative products, technical expertise, and unmatched marketing support. The Lycra Company owns leading consumer and trade brands:  Lycra, Lycra HyFit, Lycra T400, Coolmax, Thermolite, Supplex and Tactel.

House of Brands (HOB) brings together Flipkart Fashion Originals (FFO) and Myntra Fashion Brands (MFB) while focusing on building a curated selection, including both international and domestic product offerings. It houses indigenously developed fashion brands and aspirational international fashion brands (license model) that cater to consumers across genders, product categories and usage occasions with an aspiration to become the largest fashion house in India.

The Flipkart Group is one of India's leading digital commerce entities and includes group companies Flipkart, Myntra, and Flipkart Wholesale. Started in 2007, Flipkart has enabled millions of consumers, sellers, merchants, and small businesses to be a part of India's e-commerce revolution, with a registered customer base of over 300 million, offering over 150 million products across 80+ categories.

Fibre2Fashion News Desk (PC)