India's Myntra partners with London-based online fashion brand Urbanic

25 Aug '21

1 min read

Pic: Urbanic/Linkedin

Walmart-backed Indian fashion e-tailer Myntra has on-boarded London-based online clothing brand Urbanic, expanding its range of apparel goods targeted at younger customers. The move marks the first partnership with an e-commerce marketplace by Urbanic, which has retail presence in India, Latin America and Russia via its online platform and app.

In India, the brand’s app has over 15 million downloads.

Myntra said Gen Z shoppers—those born after 1996—have turned into primary consumer segments for the shopping platforms.

Gen Z and millennials with their extremely high digital presence combined with a keen sense of style, are set to become one of Myntra's dominant consumer bases, Ayyappan Rajagopal, chief business officer, Myntra, was quoted as saying by a newspaper report. As a result, the partnership will help Myntra boost its portfolio.

“In addition, our dedicated brand store for Urbanic will enable easy discovery of the brand’s proposition under one roof for our fashion-conscious customers while offering a personalised shopping experience," he added.

Fibre2Fashion News Desk (DS)

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