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Myntra signed a deal with US based Retailer

Update On :09 January 2016

Myntra signed a deal with US based Retailer

Online fashion retailer Myntra has signed an exclusive deal with US-based apparel, equipment and footwear retailer. The North Face to sell its merchandise in India from January 11.

"We are happy to add yet another renowned fashion label to our list of international exclusive brands," said Prasad Kompalli, head of ecommerce at Myntra.

The etailer, which went mobile app only in May last year, has over 25 international brands, including epay, Cole Haan and Scotch & Soda, in its portfolio. The Flipkart-owned company sees 5% of its sales coming from over these international brands.

The North Face, founded in California in 1966, is an outdoor product company specializing in outerwear, fleece, coats, shirts and more. The retailer will be directly competing with Columbia sportswear international brand, which entered India in December 2013.

"We made this choice based on all the evolution we saw around us. Our experience in China helped us decide to first go online and understand the market. Then perhaps nothing prevents us to go offline after we reach a certain stage," said Bruno Feltracco, vice-president and managing director, outdoor and action sport coalitions Asia Pacific, at VF Asia, whose brands include The North Face, Lee, Wrangler and Nautica.

According to an April 2014 report by venture capital firm Accel Partners, Indians bought fashion products worth $559 million online in 2013 and the figure may increase to $2.8 billion by 2016.

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