16 December 2025, Mumbai
UK-based fashion giant Next has strengthened its data-led expansion into India with the launch of its second exclusive brand outlet (EBO) at Lakeshore Mall, Hyderabad. This rapid follow-up to its debut Pune store validates the success of Next’s strategic partnership with Myntra Jabong India (MJIPL), Myntra's B2B wholesale arm. This model - where Myntra controls distribution and omni-channel enablement through franchise partners - is emerging as the dominant entry strategy for international mid-premium brands, mitigating logistical complexity and leveraging Myntra's deep digital insights. With India's online fashion market projected to exceed $35 billion by 2025 and a strong preference for phygital experiences, this blended approach is key to Next's goal of reaching 50 points of sale by 2030.
Hyderabad: A new hub for aspirational consumers
The choice of Hyderabad, a metro with a significant base of young professionals and families, underscores a shift in brand focus away from solely saturated Tier 1 cities. The city’s apparel market growth is being fueled by an urban middle class that increasingly demands global aesthetics and quality, making the 10,000 sq ft Next store a critical component of the expansion. Venu Nair, Chief-Strategic Partnerships, Myntra, highlights, the brand's successful digital performance on the Myntra platform - where it first launched in 2023- was the primary data driver for the physical store locations. By integrating the online demand signal with physical retail execution, Next is effectively positioning its full assortment of menswear, womenswear, and kidswear to maximize customer engagement and gain market share in India's highly aspirational mid-market segment.
Founded in 1982, Next is a leading global fashion and lifestyle retailer headquartered in the primary data driver UK, renowned for its contemporary British design and mid-premium pricing. It operates over 460 stores in the UK and 265 international franchise outlets. India is a strategic growth market where Next seeks to replicate its successful omni-channel model, which integrates its robust online platform with a selective physical retail presence.
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