Boohoo Enters Indian Market in Partnership with Myntra
November 30 2022 - 11:41AM
Business Wire
Boohoo Group will launch its much-loved brands, boohoo, Dorothy
Perkins (DP), and Nasty Gal on the platform - The three brands will
offer an array of uber-chic and trendy styles across categories
like Dresses, Tops, Bottoms, and Footwear
Trendsetting UK-based iconic fashion house, Boohoo Group
(LON: BOO), has marked its foray into the Indian market with
Myntra. Boohoo, Dorothy Perkins (DP) and Nasty Gal will offer over
1500 on-trend and fresh styles across categories like dresses,
tops, bottoms, and footwear, as a part of the much anticipated
launch.
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BOOHOO X Myntra (Photo: Business
Wire)
Right in time to kick off the party season, the association will
witness Boohoo and Nasty Gal cater to fashion-forward Indian
consumers for the first time, following the brand's acquisition by
the Boohoo Group. DP offers versatile, feminine, and elegant
fashion for every woman, while Nasty Gal offers trendy, distinct,
and edgy looks with inspiration from vintage as well as runway
trends. boohoo focuses on striking yet easy styles for everyday
fashion consumers to confidently own their narrative.
Ahead of Myntra’s flagship End of Reason Sale, the collection
from the Boohoo Group will consist of looks inspired by global
trends like funky animal prints, classy florals, subtle shimmer,
and dramatic glitter, across segments like dresses, tops, bottoms,
and sweatshirts, among others. DP and boohoo also have a strong
offering across footwear that include heels, casual shoes, platform
heels and espadrilles among others. Catering to fashion forward
women across ages, the brands offer products at attractive prices
across boohoo, DP and Nasty Gal.
As a seasoned leader in fashion, boohoo’s vision is to empower a
global social generation to look and feel confident everyday,
across occasions. boohoo supplies fashion to more than 100
countries, including major markets like the USA, UK, France, and
Australia. Targeted towards free-thinking women, Nasty Gal’s
collection primarily consists of bold and eclectic pieces catering
to customers from over 60 countries since 2006, while DP continues
to be a legacy brand, best known for their fun, feminine and
versatile line. The brands have successfully established themselves
as some of the most desirable and on-trend brands across the
globe.
The three distinct brands will be housed under a dedicated
Online Brand Store (OBS) on Myntra, to enable shoppers to easily
browse and discover their favorites across the brand catalogs. The
brands will also indulge in compelling marketing activities that
include influencer activation and visibility across Myntra’s path
breaking social commerce initiative, M-Live.
On their India foray through Myntra, John Lyttle, CEO, Boohoo
Group, said, “We are thrilled to be partnering with Myntra as
our strategic partner in India. The Indian market represents a
fantastic opportunity for the Boohoo Group and Myntra’s digital
first approach makes this a great strategic partnership.”
Speaking on partnering with the Boohoo Group, Sharon Pais,
Chief Business Officer, Myntra, said, “We are ecstatic to bring
the Boohoo Group to India and be their partner of choice as they
foray into this geography. At the back of our unmatched reach and
cutting edge tech interventions, Myntra continues to be at the
forefront of enabling access to sought after global brands for
consumers and drive the vision of leading brands to effectively
reach fashion-forward Indian consumers. Boohoo, DP and Nasty Gal
are poised to be well received by discerning fashion conscious
consumers in the region and we are excited to aid them in this
journey.”
About the boohoo Group
Leading the fashion e-commerce market and founded in Manchester
in 2006, the group started life as boohoo.com, an inclusive and
innovative brand targeting young, value-oriented customers. For
over ten years, boohoo has been pushing boundaries to bring its
customers up-to-date and inspirational fashion, 24/7. In early
2017, the group extended its customer offering through the
acquisitions of the vibrant fashion brand PrettyLittleThing, and
free-thinking brand Nasty Gal. United by a shared customer value
proposition, our brand's design, source, market, and sell great
quality clothes, shoes and accessories at unbeatable prices. This
investment proposition has helped the group grow from a single
brand into a major multi-brand online retailer, leading the fashion
e-commerce market for 16 to 30-year-olds around the world. The
boohoo group has continued to further strengthen its multi-brand
platform, in 2019, the group acquired online womenswear retailer
Miss Pap and UK brands Karen Millen and Coast. Today the boohoo
group sells to over 8 million ever-growing customers globally.
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Sipika Khandka | sipika.khandka@myntra.com | Myntra Designs Pvt.
Ltd.
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