Trendsetting UK-based fashion house, Boohoo, has marked its foray into the Indian market with Myntra. Boohoo, Dorothy Perkins (DP) and Nasty Gal will offer over 1,500 on-trend and styles across categories like dresses, tops, bottoms, and footwear, as a part of the launch. The three brands will be housed under a dedicated Online Brand Store (OBS) on Myntra.

Right in time to kick off the party season, the association will witness Boohoo and Nasty Gal cater to fashion-forward Indian consumers for the first time, following the brand’s acquisition by the Boohoo Group. DP offers versatile, feminine, and elegant fashion for every woman, while Nasty Gal offers trendy, distinct, and edgy looks with inspiration from vintage as well as runway trends. Boohoo focuses on striking yet easy styles for everyday fashion consumers to confidently own their narrative, Boohoo said in a media statement.

Trendsetting UK-based fashion house, Boohoo, has marked its foray into the Indian market with Myntra. Boohoo, Dorothy Perkins (DP) and Nasty Gal will offer over 1,500 on-trend and styles across categories like dresses, tops, bottoms, and footwear, as a part of the launch. The three brands will be housed under a dedicated Online Brand Store (OBS) on Myntra.

The collection from the Boohoo Group will consist of looks inspired by global trends like funky animal prints, classy florals, subtle shimmer, and dramatic glitter, across segments like dresses, tops, bottoms, and sweatshirts, among others. DP and Boohoo also have a strong offering across footwear that include heels, casual shoes, platform heels and espadrilles among others. Catering to fashion forward women across ages, the brands offer products at attractive prices across Boohoo, DP and Nasty Gal.

As a seasoned leader in fashion, Boohoo’s vision is to empower a global social generation to look and feel confident every day, across occasions. Boohoo supplies fashion to more than 100 countries, including major markets like the US, UK, France, and Australia. Targeted towards free-thinking women, Nasty Gal’s collection primarily consists of bold and eclectic pieces catering to customers from over 60 countries since 2006, while DP continues to be a legacy brand, best known for their fun, feminine and versatile line. The brands have successfully established themselves as some of the most desirable and on-trend brands across the globe.

“We are thrilled to be partnering with Myntra as our strategic partner in India. The Indian market represents a fantastic opportunity for Boohoo and Myntra’s digital first approach makes this a great strategic partnership,” John Lyttle, CEO, Boohoo, said.

“We are ecstatic to bring Boohoo to India and be their partner of choice as they foray into this geography. At the back of our unmatched reach and cutting edge tech interventions, Myntra continues to be at the forefront of enabling access to sought after global brands for consumers and drive the vision of leading brands to effectively reach fashion-forward Indian consumers. Boohoo, DP and Nasty Gal are poised to be well received by discerning fashion conscious consumers in the region and we are excited to aid them in this journey,” Sharon Pais, chief business officer, Myntra, said.

Fibre2Fashion News Desk (GK)