Boohoo enters India through Myntra partnership

(Source: Boohoo)

Boohoo Group, the UK-based online fast-fashion business, has entered the Indian market in a collaboration with Myntra.

The company will introduce its three brands – Boohoo, Dorothy Perkins, and Nasty Gal – to the Indian market, featuring a wide range of styles in categories including dresses, tops, bottoms, and footwear.

The collaboration will see Nasty Gal available to Indian shoppers for the first time, following the brand’s acquisition by the Boohoo Group. 

“The Indian market represents a fantastic opportunity for the Boohoo Group and Myntra’s digital-first approach makes this a great strategic partnership,” said John Lyttle, CEO at Boohoo Group. 

The three labels will be housed by Myntra under an Online Brand Store (OBS), allowing customers to browse and find items across the respective brand catalogues.

Boohoo says Dorothy Perkins will provide adaptable, feminine, and elegant clothes for any woman, while Nasty Gal will deliver trendy, distinct, and edgy designs inspired by vintage and runway trends. Boohoo will emphasise dramatic yet simple trends. 

Founded in 2006, Boohoo was an inclusive and innovative brand targeting young customers. The group expanded its customer offering by acquiring fashion brands PrettyLittleThing and Nasty Gal for more than a decade. 

Earlier this year, Zalora joined hands with Myntra to make its Indian debut. 

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