Roadster marks Myntra’s entry into offline retail

17-03-2017
DH

 

Online fashion giant Myntra in association with one of its franchise partners on Thursday launched its first offline store for Roadster, its largest selling in-house brand.

The Rs 300-crore outdoor lifestyle brand contributes to 8% of the platform’s revenues. As the store fulfills the brand’s endeavour to have an omnichannel presence, it also offers customers a futuristic experience, which is aided by technology at every step.

Equipped with multiple touch-screen displays, the store offers immersive experiences to the customer though its special features, including Highway 360 which uses VR to take people on a virtual road trip.

DH News Service
Myntra an Jabong CEO Ananth Narayanan said, “While the launch of an offline store for Roadster is a milestone for Myntra, it is also an initiative to improve consumer interaction with the Roadster. The brand is well on its way to achieve a run rate of Rs 1,000 crore by FY2010 as it has already witnessed a year-on-year growth of over 80%.”

The company intends to take on the exercise of setting up offline presence for more brands on its platform this year, with the next being lifestyle brand HRX, indicated Narayanan.

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