Myntra expands in-house brand portfolio, launches ‘Sztori’, a plus size brand

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Flipkart-owned online fashion platform Myntra has launched new private label ‘Sztori’, in order to tap into the growing plus-size apparel market.

With the addition of the latest brand, the number of Myntra’s in-house fashion brands now stands at 17. Earlier this month, Myntra launched ‘House of Pataudi’, ethnic wear brand, in partnership with Bollywood actor Saif Ali Khan.

“Post identifying a white space opportunity in the segment, Myntra set out to design and develop merchandise under a new brand to cater to the category and make wearers look fashionable with multiple style options at affordable prices,” Myntra said in a statement.

The new plus-size apparel brand ‘Sztori’, will offer a wide range of products for both men and women, in large to four times large sizes, priced at ₹799-1,999.

According to Manohar Kamath, CXO and Head of Myntra Fashion Brands, the plus-size apparel market is expected to grow to $4-5 billion in 2020, out of the total Indian online apparel market of around $40 billion, as per research.

With a huge opportunity and a growing plus-size apparel market, Myntra is looking to cater to its customers by providing a wide range of products with affordable prices.

Myntra’s other in-house fashion brands include Roadster, HRX, Dressberry, Mast n Harbour, All About You, Moda Rapido, and Anouk. These in-house labels have contributed significantly to Myntra’s growth.

Earlier this month, it was reported that Walmart started selling Myntra’s private label ‘All About You’, in its stores in Canada, in a bid to take the brand global.


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