Myntra recently partnered with United Arab Emirates-based Emaar Group’s e-commerce platforms Noon and Namshi to foray into the Middle East market. Its Myntra Fashion Brands will offer a curated selection of its private labels on both these platforms, with a focus on casual and leisure wear. it had piloted with Walmart in Canada last year to understand the international market and what consumers want.

The top regions identified by the Flipkart-owned company for its international expansion were Middle East and South-east Asia, and the immediate focus now would be customers of Indian origin in overseas markets, Myntra chief executive officer Amar Nagaram said.

The COVID-19 pandemic-led lockdown has led to a work-from-home culture, which has prompted Myntra to ship overseas its leisure wear, T-shirts, athleisure wear from in-house brands, according to Indian media reports.

While Noon is a horizontal e-commerce platform with offerings in multiple categories, Namshi is a vertical platform, focusing primarily on premium fashion.

The brands that have been launched on Noon are Dressberry, Mast & Harbour, ModaRapido, Here & Now, Sztori and HRX, while Namshi will list Dressberry, Mast & Harbour, Wrogn and HRX, over the next few weeks.

Fibre2Fashion News Desk (DS)

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