Abercrombie & Fitch expands into India through franchise partnership with Myntra (#1684066)

US based apparel business Abercrombie & Fitch Co. has announced a multi-year, franchise partnership with Myntra’s business-to-business wholesale entity Myntra Jabong India Private Limited to expand its brands in the Indian market. The agreement will see Myntra Jabong build a brick-and-mortar presence for the brands Abercrombie & Fitch and Hollister in the country.

“With the strength of A&F Co.’s brands today, we are thrilled to partner with Myntra Jabong to more deeply engage with new and existing customers in India,” said Abercrombie & Fitch Co.’s CEO Fran Horowitz in a press release. “It’s an incredibly dynamic and diverse market, and one where we see tremendous long-term potential as we continue to pursue global brand growth… In Myntra Jabong, we have found a like-minded partner whose expertise and capabilities will allow us to go to market with these same strategies in India.”
 
Through the partnership, Myntra Jabong will pursue an omni-channel retail strategy to expand Abercrombie & Fitch and Hollister in India. Along with launching brick-and-mortar stores, the business will also build regional e-commerce sites and branded digital storefronts which will be operated by a network of licensed and independent third parties.
 
“We are delighted to bring the much-sought-after and iconic brands, Abercrombie & Fitch and Hollister, renowned for their commitment to enduring quality and exceptional comfort, to India, for our fashion-forward customers,” said Myntra’s CEO Nandita Sinha. “We will apply Myntra’s fashion and tech expertise to connect Abercrombie & Fitch and Hollister with the country’s thriving fashion audience and help them scale as we have done with numerous other global brands. The Indian lifestyle market offers potential to global brands, and we are pleased to be their preferred partner in crafting their India growth journey.”