US department store chain Macy’s has signed a new partnership with Indian e-commerce platform Myntra, bringing its own-brand portfolio to the Indian market.
Myntra has over 600 Macy’s own branded product options on its platform, including brands such as Alfani, Karen Scott, Epic Threads and Ideology.
Men’s and women’s apparel make up about 65 percent of the Flipkart-owned platform’s portfolio; the rest consists of children’s clothing.
As part of the launch, Macy’s was featured as part of Myntra’s Big Fashion Festival, a sale that ended at the end of September.
In addition, a number of strategic social media activities, key campaigns with influencers and social commerce initiatives were carried out to massively spread the retailer’s portfolio in the region.
In a statement, Myntra said the launch of the Macy’s collection was “well received by fashionistas with an appetite for global trends.”
The partnership came about as the e-commerce site continues to execute on its strategy of supporting global and domestic brands looking to break into the Indian market.
“With our large customer base of fashion-conscious shoppers and our extensive experience in delivering a superior fashion shopping experience, Macy’s own brands will be well positioned in the country,” commented Myntra’s Chief Business Officer Sharon Pais on the launch of Macy’s in India.
This translated article originally appeared on FashionUnited.uk.