Myntra to tie up with Shoppers Stop to sell its brands

India’s largest fashion portal Myntra will shortly enter into an agreement with Shoppers Stop to sell its private labels. The Banglore-based portal is looking at win win tie up with the country’s largest department store chain. This would give Myntra’s own brands including Roadster and HRX a presence in physical stores for the first time. Both companies are in final stages of the agreement. After the agreement is signed, Shoppers Stop would be free to sell its own private labels on Myntra’s online platform.

The buzz is that two former Shoppers Stop veterans now with Myntra including Bindu Mendonca, former head of merchandising at Shoppers Stop is currently heading women’s and kids fashion at Myntra and Manohar Kamath, former chief operating officer at Shoppers Stop is now heading Myntra’s fashion brands were instrumental in getting the deal across. While Shoppers Stop sells its private brands on Amazon and Snapdeal, it will be for the first time Myntra’s own brands will be crossing the online barrier to display and getting into sales offline. Experts say this would be a win-win for both Myntra and Shoppers Stop.

Myntra, was acquired by Flipkart in 2014, has about a dozen private brands and is aiming to become one of the country’s largest fashion companies through its portfolio of brands including celebrity brands like Virat Kohli’s Wrogn and Bollywood’s Hrithik Roshan’s HRX and All About You by Deepika Padukone. It sells over 2,000 fashion and lifestyle brands including Nike, Adidas, Puma, Levis, Wrangler, Arrow, Jealous 21, Diesel, CAT, Harley Davidson, Ferrari, Timberland, US Polo, FabIndia, and Biba among others.