Myntra sees lingerie and loungewear sales grow by 300% in 2020

By

Isabelle Crossley

Published
Jun 24, 2021

Flipkart’s online fashion arm Myntra has seen its lingerie and loungewear segment’s sales grow by 300% year-on-year in 2020 and expects the category to continue to grow, boosted by pandemic demand.

 
Myntra’s lingerie and loungewear growth last year was fuelled by increased demand from metros and tier 2 and 3 cities, ET Retail reported. The trend is showing little sign of slowing down as the segment grew by 200% year-on-year in April and May this year, despite the business’ operations being impacted by lockdowns across India during that time period. As the segment was classed as an essential in many areas, sales could continue during the second wave of Covid-19. 
 
“The concept of ‘work from home’ backed by the comfort of a ‘discrete delivery’ option, has drawn more interest from consumers towards this segment on Myntra, across big cities and small towns, alike, with Tier 2 and 3 markets contributing about 40% to the growth of the segment and having a significantly higher growth rate,” said Myntra in a statement, ET Retail reported. 

“Lingerie and loungewear is an emerging category with a strong contribution to Myntra’s growth,” said Myntra’s chief business officer Ayyappan Rajagopal, ET Bureau reported.

“Our wide range of brands, options and styles, have driven solid momentum during the pandemic, alongside factors such as work from home and an attitudinal change in young women, especially from regions other than metros and tier 1 cities. While loungewear continues to witness growth like the previous year, a pleasant surprise has been the bouncing back of swimwear and shapewear. We are aiming to have more than 250 brands in the lingerie and loungewear segment by the end of the year, with a good mix of domestic and international brands.”
 
Myntra retails a wide range of Indian and international lingerie brands including La Senza, Triumph, Amante, Enamor, and Marks & Spencer, among others. The majority of demand for the segment is currently generated by customers in metros and tier 1 cities, but tier 2 and 3 cities are faster growing markets for the business.