French fashion brand Kiabi is making its Asian debut in India in partnership with e-commerce giant Myntra to tap the country's growing online fashion market. This marks a shift from Kiabi's initial plans of entering through brick-and-mortar stores.
Kiabi will offer over 500 diverse fashion products, including co-ord sets, dresses, and t-shirts. It will have a dedicated online store on Myntra that will ensure brand visibility and access to millions of potential customers.
The partnership will leverage Myntra's extensive reach, including its popular ‘Myntra Minis; video content platform. Kiabi's focus on affordable, sustainable family fashion aligns with Myntra's values and customer base.
Founded with a store in 1978 in France, Kiabi is present in over 25 countries across Europe, the Middle East, Africa and South America. The ready-to-wear clothing brand is owned by The Association Familiale Mulliez (AFM), the group that also owns sportswear label Decathlon and supermarket chain Auchan among other retail brands. Francois Haimez, International Leader, Kiabi, says, the strength and prowess of a key player like Myntra will help us simplify access to fashion for everyone.
On the other hand, Myntra is a leading e-commerce platform with over 400 international brands onboard. Jayanti, Ganguly, Vice President, Myntra, adds, the e-commerce player is confident of building Kiabi into a household name with its huge base of premium shoppers, robust delivery network and keen understanding of India’s fashion needs.
