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Spain’s fashion group Tendam partners with Myntra for India expansion

Europe’s renowned Omni-channel specialist fashion group, Tendam, has joined forces with Myntra, a leading Indian platform for fashion, beauty, and lifestyle, to mark its foray into the rapidly growing Indian market, the platform announced in a release on Wednesday.

In a strategic move aimed at tapping into India’s burgeoning base of fashion-forward consumers, Tendam has chosen Myntra as its preferred partner. The collaboration will propel Tendam and its flagship brands, starting with the lingerie brand Women’secret, into the limelight of one of the world’s most relevant and fastest-growing markets, the release added.

Women’secret, Tendam’s lingerie brand, is set to make its debut on Myntra’s online platform, marking the beginning of the alliance. In addition, Tendam is gearing up to reinforce its market presence with the opening of two franchised stores in Pune’s Phoenix Mall of the Millennium and Ludhiana’s Silver Arc Mall in January 2024. The company has ambitious plans to sustainably grow in India, aiming to open approximately 20 stores over the next three years.

Antonis Kyprianou, Tendam’s Franchise General Manager, expressed his delight, stating, “Myntra is the ideal partner for us. They are aligned with our omni-channel strategy and have the capacity and expertise to fully develop it in the country. India is also one of the most promising markets in the world and we want to ensure that Tendam’s brands have a relevant presence there and this will be achieved by working with a local company as strong and dynamic as Myntra.”

Jayanti Ganguly, Vice President of category Management at Myntra, commented, “Myntra’s strategic association with the Tendam group reflects our commitment to offering the best of international styles and brands to our discerning customers in India.”

“For over a century, Tendam has been delivering stylish fashion across Spain and other parts of the world and it’s a great period for us to launch the brand in India as our customers are following and adopting global trends and styles more closely than ever before,” Ganguly added.

This strategic move strengthens Tendam’s brands’ presence in India and aligns with the company’s international growth prospects, leveraging Myntra’s pioneering omni-channel technology, which is already utilized by 5600 stores across various brands, serving over 140 cities.

Tendam is a top name in the European fashion sector, specializing in brand management in the premium mass-market segment. With an open omni-channel ecosystem, it optimizes traffic through a combination of physical and digital stores. Tendam operates in almost 80 countries, boasting more than 1,800 points of sale, including directly operated stores, e-commerce, and franchises.

Myntra, an integral part of the Flipkart Group, is one of India’s leading platforms for fashion brands and m-commerce. Bringing together technology and fashion, Myntra offers a wide range of over 6000+ leading fashion and lifestyle brands in the country. Servicing over 19,000 pin codes, Myntra provides a seamless fashion and lifestyle experience.

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