India’s home-grown lingerie brand PrettySecrets, which has been focussing on its expansion, has inked a partnership with e-retailer Myntra under its Brand Accelerator Programme to go exclusively available on Myntra, Flipkart, and Jabong.
Now, Myntra will have special promotions and banners to promote PrettySecrets lingerie to more than 50 million customers under the deal. Myntra’s visibility tools is also accessible to lingerie retailer.
The Brand Accelerator Programme is aimed to empower brands looking to create the next big fashion & lifestyle icon in the country. The lingerie label has witnessed 70 per cent increase in its overall online marketplace distribution channel in 2017. According to founder and CEO of PrettySecrets, Karan Behal, it reported a growth rate of Rs. 30 crore which is 1/3rd of the overall brand revenue.
The retail brand now anticipates reaching higher heights after association with Myntra. “We will continue to extend support to the brand with deeper consumer insights and marketing support through technology, as women’s innerwear category has great potential in the coming years,” Myntra’s Head Category Business and Chief Strategy Officer, Ananya Tripathi was quoted as saying in media reports.
The brand currently retails its products through both online and offline stores. It aims to have 60 exclusive brand stores by the end of this year and 300 physical retail networks via franchise route by the year 2019. Its current average store size is approximately 550 sq. ft.; however, the brand’s future stores will range between 450 and 500 sq. ft.
Founded in 2011, PrettySecrets is today reckoned as the fastest growing lingerie labels in India. Its portfolio consists of 1,200+ products including lingerie, nightwear, activewear, and swimwear.
