Myntra partners with UK’s Raised on Denim

Leading online retailer Myntra has inked an exclusive

partnership with UK-based apparel manufacturer, Raised on Denim. Through this deal, the UK brand will manufacture its premium youth apparel range, locally and sell it on Myntra. The company plans to woo the fashion-conscious customers increasingly shopping online.

The company aims to invest over 10 crores in its first year of operations in India. In the past, many international brands have got into such partnerships with the Indian e-shopping portals. Footwear brands New Balance and Supra for instance are available only on Myntra in India. And e-retailer Jabong has an exclusive partnership with Spanish casual clothing brand Desigual. Many offline brands are also launching new products first on the online portals as in the case of Lee Cooper, which placed its Originals Frames and Sunglasses range on online marketplace Snapdeal earlier this year.

As per a recent study, e-tailing, at 1 billion dollars (over Rs 6,000 crores), contributes just 0.2 percent to total retail industry in India but it is estimated to grow to 56 billion dollars (over Rs 3.5 lakh crores), contributing 6.5 percent of the total retail market, by 2023.