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Global women’s accessories brand Parfois joins forces with Myntra for India debut

Myntra, India’s leading fashion and m-commerce platform, has announced the addition of Parfois, a renowned Portuguese women’s accessories brand, to its international brands portfolio. The collaboration marks Parfois’ entry into the Indian market, offering a diverse range of fashion-forward accessories, the brand announced in a release on Wednesday.

Founded in 1994 by Manuela Medeiros, Parfois specializes in creating and distributing bags, shoes, apparel, and accessories such as jewelry, sunglasses, scarves, hats, and gloves. The brand has gained global recognition for its quality products, reaching a milestone of 1,000 stores in 2019 and expanding its presence to over 70 countries by 2023.

In this exclusive partnership with Myntra, Parfois aims to cater to discerning Indian consumers, starting with over 250 options curated for GenZ and millennial shoppers. The brand’s offerings feature an attractive Average Selling Price (ASP) of approximately ₹2,000, targeting trend-conscious women with a preference for high-performing bags.

The collection is available on Myntra and showcases Parfois’ signature styles, including crossbody bags, shoulder bags, faux fur totes, and quilted bags. The focus lies on handbags, totes, and slings with simple and trendy designs, available in a wide spectrum of colors.

By aligning with Myntra, Parfois gains a strategic entry into the thriving Indian market, tapping into Myntra’s extensive customer base of fashion-forward consumers. The partnership leverages Myntra’s on-app channels, social media platforms, and pioneering social commerce offerings to enhance Parfois’ visibility and brand recall.

Customers stand to benefit from the launch offers, including a flat 20% price reduction on Parfois products. Jayanti Ganguly, VP – Business, Myntra, expressed, “As the sense of style evolves across the country in line with global trends, we are seeing an increased appetite for trend-first accessory brands with customers proactively looking for accessories high-on style that best reflects their personalities. Parfois is one such global brand that is poised to be a hit with the fashion-forward women shoppers of the country with its elegant and chic range of high-quality handbags.”

“We are thrilled to introduce Parfois to our customers, and thus further enhancing the appeal of our international brands portfolio, especially as we ramp up our global accessories segment,” Jayanti added.

Touching upon the association with Myntra, Susana Sánchez, CEO of Parfois, said, “From Parfois, we are very excited to launch our brand in one of the most important markets, India. The opportunity to build Parfois globally is one of the most important steps for our growth in international markets. We hope that with Myntra as our partner, that opportunity will likely turn into an amazing experience for having new customers and opening new regions around the world.”

As Myntra continues to strengthen its global accessories segment, the addition of Parfois further enriches the platform’s diverse range of international brands. The collaboration aligns with Myntra’s commitment to offering a seamless fusion of technology and fashion, providing customers with an unparalleled experience in the fashion and lifestyle space.

About Myntra
Myntra, an integral part of the Flipkart Group, stands as one of India’s leading platforms for fashion brands and m-commerce. Combining technology and fashion, Myntra offers over 6000 fashion and lifestyle brands, including H&M, Levis, U.S. Polo Assn., Tommy Hilfiger, Louis Philippe, Jack & Jones, MANGO, Forever 21, Marks & Spencer, W, Biba, Nike, Puma, Crocs, M.A.C, Fossil, and many more. With services spanning over 19,000 pin codes across the country, Myntra continues to redefine the fashion and lifestyle space in India.

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