Myntra brings American tween brand Justice to India with online launch

By

Isabelle Crossley

Published
Dec 7, 2021

Flipkart’s fashion arm Myntra has launched U.S.-based tween girl brand Justice online in India under Flipkart Group’s 'House of Brands'.

Myntra has witnessed its kidswear category grow by 100% year-on-year in 2021 and is focusing on expanding its tween offerings, the business announced in a press release on December 6. Just ahead of its upcoming ‘End of Reason Sale’, Myntra has added Justice’s selection of tween girl’s athleisure and casual wear to its online store. 

“Flipkart group holistically caters to the fashion needs of people under one roof and, the tween category is an integral part of the overall value proposition in the segment,” said Flipkart Group’s CXO and House of Brands chief, Manohar Kamath, in a press release.

“Our partnership with Justice, gives our House of Brands portfolio a leg up, further strengthening the category  on the platform. Being a nascent category, a majority of shoppers look at either the kidswear or the adult segments for the right fit for tweens, we aspire to solve for this and grow this as an independent segment many folds on our platform with a sizable contribution from tier 1 and tier 2 cities.”
 
As part of the tie-up, Justice’s clothing selection will also retail online on the Flipkart platform. Justice’s pricing ranges from Rs 699 ($9.29) to Rs 2,999 and 12 categories of garments are currently available in India with 250 style options.
 
“Justice is growing internationally at a rapid pace, and we are very excited to extend our footprint into the Indian market,” said Ralph Gindi, president of Justice’s brand management company Bluestar Alliance.

“The brand connects globally with so many girls through our mission and trend-right products. Bringing the Indian tween girl the Justice experience through our partnership with the Flipkart and Myntra was the perfect next step.”