Myntra Brings Global Fashion Brand Boohoo Group To India

Boohoo Group has marked its foray into the Indian market for the first time with Myntra. 

The association will witness Boohoo and Nasty Gal cater to fashion-forward 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. 

The three distinct brands will be housed under a dedicated Online Brand Store (OBS) on Myntra, to enable shoppers to easily browse and discover their favourites across the brand catalogues. The brands will also indulge in compelling marketing activities that include influencer activation and visibility across Myntra’s path breaking social commerce initiative, M-Live. 

The brands will additionally offer shoppers a scintillating 25 per cent off, as a part of its launch promotions.

On their India foray through Myntra, John Lyttle, CEO, Boohoo Group, says, “We are thrilled to be partnering with Myntra as our strategic partner in India. The Indian market represents a fantastic opportunity for the Boohoo Group and Myntra’s digital first approach makes this a great strategic partnership.”

Speaking on partnering with the Boohoo Group, Sharon Pais, Chief Business Officer, Myntra, shares, “We are ecstatic to bring the Boohoo Group to India and be their partner of choice as they foray into this geography. At the back of our unmatched reach and cutting-edge tech interventions, Myntra continues to be at the forefront of enabling access to sought-after global brands to consumers and drive the vision of leading brands to effectively reach fashion-forward Indian consumers. 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.”

Jayanti Ganguly, Business Head - International Brands, Marketplace and Omni, adds, “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 emphasises on 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.”