Myntra launches UK brand BoohooMan in Indian market
Flipkart’s fashion arm Myntra has launched UK-based menswear brand BoohooMan in the Indian market. The brand has launched on Myntra’s e-commerce platform with over 600 styles.
“BoohooMan is excited to announce its entry into the Indian market with our launch on Myntra,” said BoohooMan’s buying director James Pryer in a press release on March 21. “Our brand provides affordable fashion to everyone. We are confident that our collaboration with Myntra will help us establish a strong presence and bring a fresh perspective to menswear fashion in India.”
BoohooMan’s latest collection has launched with Myntra and retails starting from Rs 2,000. The collection is inspired by subcultures including surf and punk, neutral basics, and hip hop among others.
The brand has a dedicated ‘Online Brand Store’ on Myntra to emable shoppers to find the label’s offerings with ease. Wishlisting was available from March 18 and it was made shoppable on March 21.
“With more and more younger, fashion-forward men embracing brands that are global, trendy and experimental, men’s casual wear, especially streetwear has steadily been gaining popularity with our male shoppers,” said Myntra’s business head of international brands, marketplace, and omni-channel Jayanti Ganguly. “We are thrilled to be BoohooMan’s destination of choice as they strengthen the culture of men’s streetwear in India by introducing an array of uber stylish options. Being one of the fastest-growing online men’s fashion destinations in the world, BoohooMan is poised to disrupt the Indian market that is rife with opportunities.”
BoohooMan launched in 2016 and today describes itself as one of the fastest-growing online men's fashion destinations in the world. The brand has a streetwear inspired style and its signature offerings include graphic t-shirts, hoodies, track pants, and cargo joggers among others.
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