Myntra, India’s leading fashion e-commerce platform, has strengthened its international brands’ portfolio further with the launch of DeFacto.
Istanbul-born, European brand, DeFacto has global presence of 503 offline stores across 47 countries and it offers a range of styles across categories for men, women, girls and boys.
The brand’s target consumer profile includes young people making their first independent fashion buying decisions. In India, DeFacto will target the mass-premium consumer segment.
DeFacto, in partnership with Myntra, is offering more than 900 style options on the platform for men, women and kids and plans to scale it up significantly over the next few months.
The brand’s catalogue in India, to begin with, is centred majorly on women at over 60 per cent of the total inventory, followed by men, and then kids, with a strong focus on winterwear.
Notably, there are also ‘work leisure’ and ‘let’s party’ inspired styles in the offing.
DeFacto will also have a dedicated brand store on Myntra-Mall, Myntra’s in-app mall, for showcasing leading brands and assisting consumers in brand and product discovery.
Sharon Pias, Chief Business Officer, Myntra said, “Being the one-stop fashion and lifestyle destination for international brands in India, we are in constant pursuit to cater to the needs of new-age lifestyle consumers. The launch of DeFacto on our platform will further boost the mass premium segment. DeFacto makes for a significant addition to our portfolio and enables us to provide the best of International fashion brands at affordable prices.
Berkin Maden, Head of Global E-Commerce Platforms (Market Place), DeFacto stated, “At DeFacto, we are more than happy to expand our operation to India and join Myntra, the biggest fashion marketplace in India. We aim to achieve sustainable and fast-paced growth in India, one of our target countries in Asia. We are excited about our India operations in the years to come.
