International fashion and lifestyle retail business Apparel Group has joined forces with Flipkart’s fashion arm Myntra to expand inner wear and lifestyle brand Victoria’s Secret in the Indian market and make it more accessible online in the country.
“Partnerships are key to unlocking new opportunities and achieving greater success,” said Apparel Group India’s president Tushar Ved, ET Retail reported. “By joining forces with Myntra, we can leverage their expertise in e-commerce and digital marketing to enhance our virtual presence in India and offer customers an unparalleled shopping experience.”
The businesses aim to harness the partnership to help Victoria’s Secret to connect with Gen Z Indians. With Myntra’s wide-reaching logistics network, the brand will be able to deliver to close to 19,000 locations across the country.
“The collaboration represents a strategic move to expand the brand portfolio and emphasises the synergistic partnership between the two firms,” said Myntra’s CXO of strategic partnerships and omni-channel Venu Nair.
Victoria’s Secret began as a lingerie brand and has since expanded into product categories including perfume, accessories, athleisure, and handbags among others. The label was founded un the US in 1977 by Roy Raymond in San Francisco, according to its website.
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