Mar 8, 2021
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Myntra partners with Bath & Body Works to strengthen its beauty portfolio

Mar 8, 2021

Fashion e-commerce platform Myntra has strengthened its beauty portfolio with the launch of Bath & Body Works on its platform.

Myntra partners with Bath & Body Works to strengthen its beauty portfolio - Bath & Body Works

With this association, Myntra aims to further strengthen its beauty and personal care category, while Bath & Body Works expects sales to improve with Myntra’s wide consumer base.
Myntra claims that its beauty category has registered over 80 percent year-on-year growth with significant contribution from tier 2, tier 3 cities.

Commenting on the launch, Ayyappan Rajagopal, head of business at Myntra, in a statement said: “Myntra’s association with Bath & Body Works is a significant one, considering the popularity of the brand and its discerning customers. Myntra’s reach and popularity make for an ideal platform for the brand to spread its presence across geographies and connect with a wider base of consumers.”
“Beauty and Personal care is an important category on Myntra and witnessed strong demand during the pandemic. We doubled our customer base for the category in the last 2 quarters of last year and added about 100 new brands to our portfolio in the last six months,” he added.
Bath & Body Works had entered the Indian market through a partnership with Major Brands and opened its first store in India last year at New Delhi’s Select Citywalk. The debut was followed by more store openings in leading metros and the launch of its online website.

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