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January 26, 2022
Charis Journal

Myntra to increase distribution ahead of festive season sale with Max Fashion partners


Bengaluru: Landmark Group-owned Max Fashion has partnered Flipkart-owned fashion marketplace Myntra to sell its range of affordable apparel on the online shopping platform that has a consumer base of 25 million monthly active users ahead of the festive season sale.

With this partnership, Max will have a wider market access for its garments and accessories and Myntra will target the sweet spot for value-conscious customers across tiers to strengthen its position in the online fashion ecosystem. The fashion etailer will sell curated products from Max Fashion as bundled value packs under Rs 1,000 price point across categories.

Ayyappan Rajagopal, head of business, Myntra, said, “Ahead of the festive season, the association offers an impetus for consumers to shop from the comfort and safety of their homes.”

Max has 375 stores in the country which sells about 100 million garments and accessories for adults and kids through omnichannel presence. The association with Myntra will enable Max to access the etailer’s tech capabilities, customer base and reach untapped markets and pincodes.

Shital Mehta, chief executive of Max Fashion India and managing director of Lifestyle International, said, “With an ever-increasing number of fashion-forward users on Myntra, we see this as a long-term partnership that will enable Max Fashion to reach a much larger audience in the country.”

Max has been ramping up its omnichannel presence in the country in the wake of the pandemic. Last week Max partnered Myntra’s parent company Flipkart to sell its products on the platform, a move that will help the e-commerce major offer an increased portfolio of affordable fashion and lifestyle products ahead of the festive season. Max products are also sold on Flipkart’s rival Amazon India.

Ecommerce companies receive a large chunk of their business from the festive quarter ending December with increased demand for categories of fashion, electronics and home furnishing by shoppers during Dusshera and Diwali.

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