UK apparel retailer Raised on Denim plans to take advantage of the growing number of Indians shopping online.

Raised on Denim has partnered with Indian online retailer Myntra to sell its products there.

The apparel brand’s diirector Chris Page says young Indians are becoming more discerning about what they wear and are hungry for the latest international brands, making the company optimistic about its potential.

Myntra COO Ganesh Subrahmanian said that the chances of a customer repeating a purchase are 30 to 40 per cent more when he has come to buy an exclusive brand in their site.

Many foreign retailers are attracted to collaborate with local online retailers because it gives them instant feedback, says Pragya Singh, associate VP of retail at advisory firm Technopak.

Footwear brands Supra and New Balance also partnered with Myntra while Spanish clothing brand Desigual has joined hands with Jabong.