Myntra strengthens brand portfolio, partners with Urbanic

By

Maverick Martins

Published
Aug 24, 2021

Fashion e-commerce platform Myntra has strengthened its brand portfolio by partnering with London-based digital fashion brand, Urbanic.
 

With this partnership, Urbanic will be offering a wide collection across categories, including apparel, loungewear, and accessories. The brand will be available on Myntra from September 1.
 
Urbanic expects this partnership to generate strong sales and increase its customer base across the country over the next few months.

Commenting on the launch of Urbanic on Myntra, Ayyappan Rajagopal, chief business officer at Myntra, in a statement said: “We are elated to be joining forces with Urbanic to bring the best of fashion-in-trend to our thriving base of young shoppers namely Gen-Z and millennials, who are steadily shaping the future of e-commerce. With their extremely high digital presence combined with a keen sense of style, they are poised to become one of Myntra's dominant consumer bases and this partnership helps us boost our portfolio to cater to their distinctive fashion choices.”
 
Rahul Dayama, head of marketing at Urbanic India, added: “With this collaboration, we aim to scale our accessibility and leverage Myntra’s nationwide reach, their large and evolving customer base and rely upon their industry-first initiative, Myntra Studio, to give our community of style icons a superior digital shopping experience.”
 
Founded in 2019, Urbanic also sells its products in India through its app and claims to have over 15 million downloads of the app in India.