Bengaluru: Fashion marketplace Myntra is bringing UK-based iconic fashion house, Boohoo Group to India that owns brands boohoo, Dorothy Perkins (DP) and Nasty Gal. The three brands will offer an array of 1500 styles across categories like dresses, tops, bottoms, and footwear, as a part of the much-anticipated launch.
The association will witness boohoo and Nasty Gal cater to Indian consumers for the first time, while also marking DP’s re-entry into the country, following the brand’s acquisition by the Boohoo Group. DP offers elegant fashion for women while Nasty Gal offers trendy, distinct, and edgy looks with inspiration from vintage as well as runway trends. boohoo focuses on striking yet easy styles.
Ahead of Myntra’s upcoming seventeenth edition of the End of Reason Sale, the collection from the Boohoo Group will consist of looks inspired by global trends like funky animal prints, classy florals, subtle shimmer, and dramatic glitter, across segments like dresses, tops, bottoms, and sweatshirts, among others.
Catering to women across ages, the brand’s retail prices start at Rs 2,500.
Whileboohoo is available in more than 100 countries, including the USA, the UK, France, and Australia, Nasty Gal is available in 60 countries since 2006. DP continues to be a legacy versatile brand.
The three distinct brands will be housed under a dedicated Online Brand Store (OBS) on Myntra. The brands will also indulge in marketing activities that include influencer activation and visibility across Myntra’s social commerce initiative, M-Live. While the entire collection will go live in phases ahead of Myntra’s End of Reason Sale -17, scheduled to be held between 10-16 December, wishlisting for the brands begins on the 2nd of December.
“The Indian market represents a fantastic opportunity for the Boohoo Group and Myntra’s digital first approach makes this a great strategic partnership,” John Lyttle, CEO, Boohoo Group, said.
Speaking on partnering with the Boohoo Group, Sharon Pais, Chief Business Officer, Myntra, said, “We are ecstatic to bring the Boohoo Group to India and be their partner of choice as they foray into this geography. boohoo, DP and Nasty Gal are poised to be well received by discerning fashion-conscious consumers in the region and we are excited to aid them in this journey.”
Adding perspective on the association, Jayanti Ganguly, Business Head – International Brands, Marketplace and Omni, said, “While they are a part of the larger group, the individuality of the three brands is what we admire. boohoo, Dorothy Perkins and Nasty Gal have distinct personalities and cater to varied cohorts of consumers. While boohoo emphasizes being fashion ready for every occasion and is catered towards millennials, Nasty Gal showcases fresh, edgy and bold styles that are apt for fashion-conscious Gen Z consumers, whereas DP’s collection is targeted towards the evolved fashionistas, who enjoy chic, timeless, and contemporary pieces in their wardrobe. Shoppers shall be spoilt for choice.”
Myntra is a leading platform for fashion brands and m-commerce play. An integral part of the Flipkart Group, Myntra offers a range of over 5000+ leading fashion and lifestyle brands in the country such as H&M, Levis, U.S. Polo Assn., Tommy Hilfiger, Louis Philippe, Jack & Jones, MANGO, Forever 21, Urbanic, Marks & Spencer, W, Biba, Nike, Puma, Crocs, M.A.C, and Fossil and many more. Myntra services over 19,000 pin codes across the country.
