Myntra partners with Pernia's Pop Up Shop

13 Dec '19
2 min read
Pic: Shutterstock
Pic: Shutterstock

With a strategic partnership with Purple Style Labs-owned luxury fashion retailer Pernia’s Pop Up Shop, Indian fashion e-tailer Myntra recently entered the luxury segment, enabling its customers to shop for designer wear with price tags of up to ₹1.5 lakh. Up till now, Myntra’s portfolio focussed on high fashion market’s average selling price brands.

About 25 Indian designer wear labels like Ritu Kumar, Masaba Gupta, Namrata Joshipura and Gopi Vaid will sell premium women’s apparel on the platform, according to Indian media reports.

The partnership will help in customer acquisition, increasing existing customer wallet share and gain market share, and allow fashion designers to widen their reach beyond metros, said Ayyappan Rajagopal, head of business at Myntra-Jabong.

About two-thirds of Myntra’s revenue comes from apparel, its single biggest category, followed by footwear, accessories and recent addition in kids and personal care. Women’s wear contributes to 35 per cent of total platform sales on Myntra.

Myntra has similar partnerships with global brands like H&M, Under Armour, Dorothy Perkins and recently Spanish high-fashion brand Desigual. In the next 5-6 months, the platform plans to add homegrown apparel brands like Neerus, Jharonka by Craftsvilla, Meena Bazaar and Tribes India to its portfolio.

Pernia’s Pop Up Shop was recently acquired by Binny Bansal-backed online fashion platform Purple Style Labs for an undisclosed amount. Since then, Purple Style Labs has opened and expanded into offline multi-designer stores in Mumbai, Delhi, Bengaluru and Kolkata.

Fibre2Fashion News Desk (DS)

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