Bengaluru, 14th February 2024: Leading French apparel brand, Kiabi has forayed into Asia, through its association with Myntra in India, offering high-quality, globally-loved apparel to fashion-forward Indian shoppers. Present in 25+ countries across Europe, the Middle East, Africa, South America, and now Asia, this association will bolster the brand’s international expansion plans, strengthening Kiabi’s position as one of the most sought-after global brands in the burgeoning Indian fashion market.
A legacy French fashion giant that prides itself in being a ‘family-fashion’ brand, Kiabi, under the ownership of the Mulliez Family Association, an economic interest group that includes the likes of Decathlon, Auchan, and Leroy Merlin, strives to do “Always more for families”. The brand’s vision for the Indian market includes offering families high-quality global fashion that effortlessly combines style, sustainability and accessible prices. Kiabi relies on the expertise of 58 in-house stylists to create collections of responsible and budget-friendly fashion for the entire family globally. The association with Myntra is poised to enable Kiabi to tap into the premium fashion audiences across the country while offering seamless access to its diverse range of 500+ products across categories, including co-ord-sets, dresses, T-shirts and comfortable sets for kids.
Additionally, Myntra’s balanced base of men-women audiences will enable Kiabi to offer collections tailored to each family member, from women and men to children and even infants. Kiabi will have a dedicated Online Brand Store on the Myntra app, coupled with extensive visibility via the platform’s snackable video content offering, Myntra Minis, which gets 1 Mn visits a day.
Speaking on the brand’s India foray, François Haimez, International Leader, KIABI, said, “True to our international development strategy, which aims to provide all families with a reimagined fashion that combines quality, price, style, and sustainability, we are proud to connect with Indian families in this symbolic country as a longstanding partner in the production of our collections. Thanks to the strength and prowess of a key player like Myntra, we simplify the access to fashion for everyone, accessible to all.”
Myntra currently hosts over 400 international brands, with around 50+ being added in 2023, firmly establishing itself as a platform of choice for global brands to foray into India. Additionally, ~45% of demand for international fashion brands and labels is driven by shoppers in non-metro cities and beyond.
Touching upon the launch of Kiabi on the platform, Jayanti Ganguly, VP – Business, Myntra, said, “We are thrilled to welcome Kiabi to India and be their platform of choice for their much-awaited Asia foray. Their diverse range of high-quality, affordable and sustainable fashion has enabled Kiabi to become a wardrobe staple for families across the globe. Kiabi is poised to have a successful run in India on the back of our shared values of a customer-first mindset and being the go-to fashion destination for the entire family. We are confident about building Kiabi into a household name with our huge base of premium shoppers, robust delivery network and keen understanding of India’s fashion needs.”
For over 20 years, Kiabi has regarded India as a significant player in the brand’s performance, serving as a producer and exporter of products across the globe. Kiabi’s expertise, particularly in sourcing, has enhanced the efficiency of its supply chain. Currently, it boasts numerous partners, including 34 factories, 16 suppliers, 41 Kiabers, and represents the creation of over 37 million pieces in 2022.
