After moving to an “app-only” format on May 1, online fashion e-tailer Myntra has reportedly acquired Bengaluru-based mobile application development platform Native5.
Founded in 2011 by technology professionals Manish Priyadarshi, Barada Sahu and Shamik Datta, Native5 has developed a cloud platform to create and distribute mobile apps across smart phones, tablets and desktops.
Myntra’s move is in tandem with Flipkart’s ‘Mobile First’ focus, after it acquired Delhi-based mobile engagement and marketing automation company Appiterate. Flipkart acquired Myntra for $330 million in May last year.
The reports also revealed that Myntra is acquiring Native5 for its talent, and not so much its product. All three co-founders will be absorbed into the Flipkart technology team.
Native 5 was recognized by Qualcomm (finalist QPrize, 2012) and Nasscom (10,000 startups, 2013) for their technology innovation.
Before Native 5, Myntra had acquired Exclusively, in 2012, which had a private label brand. In 2013, it also acquired Fitiquette, which had developed an in-store dressing room experience parallel to a virtual fitting room for shoppers to try-on clothes online.