Myntra, Flipkart-owned fashion marketplace is all set to achieve a milestone by stepping into the Middle East market with trending Work-From-Home wear. The etailer has entered into a strategic partnership with UAE’s e-commerce platforms – Noon and Namshi.
The e-commerce platforms Noon and Namshi are part of the Emaar group, a conglomerate based out of UAE. Noon is a horizontal e-commerce platform with products across categories, while Namshi is a vertical platform which focuses primarily on fashion in the premium segment.
Myntra has listed brands like Dressberry, Mast & Harbour, Moda Rapido, Here & Now, Sztori and HRX on Noon. And on Namshi, the fashion etailer will have WROGN, Dressberry, Mast & Harbour and HRX. The companies will work closely to track new consumer needs to tweak styles and collections for the market.
This launch comes after Myntra had carried out a short-term pilot with Walmart Canada to test international waters. Consumer research data highlighted the Middle East and South-East Asia as top markets with high internet penetration, densely populated shoppers of Indian origin and matching fashion choice.
Amar Nagaram, Head of Myntra, told ET that COVID19 had made the needs of consumers consistent across the globe. He said it had expedited a lot of their aspirations. “We felt it was the right time to take leisurewear, T-shirts athleisure wear from our in-house brands overseas,” Nagaram explained. “Noon and Namshi have a significant amount of fashion consuming audience on their platforms, making it an interesting proposition for both the parties. Our value brands will give us an edge over other brands in the region.”
The Middle East is a lucrative market and expected to grow 3X in the next 3 to 4 years, given the region’s high internet penetration and the pandemic there is a growing demand for online shopping due to the COVID-19 epidemic.