The Lycra Company partners with House of Brands
With this partnership, The Lycra Company will work on the latest collections for the privately-owned brands by Myntra and Flipkart Fashion like Roadster, HRX, House of Pataudi, Dressberry, Metronaut, Divastri, Adrenex among others.
Commenting on the partnership, Neetu Jotwani, vice president sourcing at House of Brands, in a statement said, “Lycra fiber is a world-renowned fiber brand and offers a benchmark in quality and innovation in the realm of fashion when used as an ingredient in fabric. Our collaboration with them will redefine and enhance our offering, especially in categories like denim, activewear, athleisure, and innerwear.”
Fabrizio Maggi, South Asia commercial director of The Lycra Company added: “The collaboration with House of Brands is a significant milestone to broaden consumer accessibility to garments with a fit solution. Our goal is to continuously deliver innovative garment solutions to consumers via strong retail collaborators, ultimately enhancing consumer’s preference and affinity to the Lycra brand.”
As part of this partnership, The Lycra Company will also share marketing and technical insights with House of Brands with the first online joint-marketing campaign expected to be launched in 2021.
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