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French apparel brand Kiabi to enter India with Myntra

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The association with Myntra will help Kiabi to tap into the premium fashion audiences across the country with the French fashion brand’s range of over 500 products across categories, including co-ord-sets, dresses and t-shirts among others

Bengaluru: French affordable fashion brand Kiabi will be entering Asia, starting with India, where e-commerce platform Myntra will be its local online partner, The companies said in a joint press release on Wednesday.

The association with Myntra will help Kiabi to tap into the premium fashion audiences across the country with the French fashion brand’s range of over 500 products across categories, including co-ord-sets, dresses and t-shirts among others.

“True to our international development strategy, which aims to provide all families with a reimagined fashion that combines quality, price, style, and sustainability, we are proud to connect with Indian families in this symbolic country as a longstanding partner in the production of our collections. Thanks to the strength and prowess of a key player like Myntra, we simplify the access to fashion for everyone, accessible to all,” said  François Haimez, international leader at Kiabi.

Kiabi will have a dedicated online brand store on the Myntra app, coupled with extensive visibility via the platform’s snackable video content offering, Myntra Minis, which gets 1 million visits a day.

IndiaRetailing broke the news of Kiabi’s plan to make its debut in the Indian market through online platforms in January 2024. Read more about it here. Kiabi last year had plans to enter India through brick-and-mortar stores and a team from France had visited various malls in India. Later, Kiabi changed its plans to make its India debut through online and had held talks with Myntra and Ajio

“We are thrilled to welcome Kiabi to India and be their platform of choice for their much-awaited Asia foray. Kiabi is poised to have a successful run in India on the back of our shared values of a customer-first mindset and being the go-to fashion destination for the entire family. We are confident about building Kiabi into a household name with our huge base of premium shoppers, robust delivery network and keen understanding of India’s fashion needs,” said Jayanti Ganguly, vice president – business at Myntra.

Kiabi was founded with a store in 1978 in Roncq, France. Today it 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.

Currently, it boasts numerous partners, including 34 factories, 16 suppliers, 41 Kiabers, and represents the creation of over 37 million pieces in 2022. The brand relies on the expertise of 58 in-house stylists to create collections of responsible and budget-friendly fashion for the entire family globally.

Bengaluru-based Myntra currently hosts over 400 international brands, with around 50 being added in 2023.

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