Myntra ties up with American fashion brand The North Face

Mobile-app only e-tailer Myntra has tied-up with US-based apparel, footwear and equipment retailer The North Face to be its exclusive seller in India from January 11. Myntra already has 25 exclusive international labels such as eplay, Cole Haan and Scotch & Soda in its kitty. Another premium fashion label will enhance its fashion category. These international brands contribute nearly 5 per cent to the Flipkart-owned company.

For Myntra, it is a big move as it gives their customers more choice of global fashion brands. Prasad Kompalli, head of e-commerce at Myntra is extremely happy about this move. The North Face was founded in California in 1966. It is an outdoor product company which specialises in outerwear, fleece, coats, shirts and more. In India, its main competition will be Columbia sportswear international brand which came here in December 2013. Bruno Feltracco, vice president, and managing director, outdoor and action sport coalitions Asia Pacific, VF Asia, says its experience in China gave them confidence to first go online and understand the market, and later go offline, if things go fine. VF Asia handles brands such as The North Face, Nautica, Lee and Wrangler.