Myntra Mulls Opening Offline Stores

Myntra is planning to open offline stores across the country in 2015 to promote its private labels, even as discussions on the fashion portal's merger with Flipkart are on.

Myntra is expected to continue as a separate fashion brand even after it merges with Flipkart. This is why it has stepped up efforts to promote its flagship private label casual wear — Roadster.

"We are looking to go offline for pure brand-building, not to increase sales," chief operating officer Ganesh Subramanian said. "We will start by opening one Roadster shop each in Mumbai, Delhi and Bangalore and later venture into other towns and cities." Myntra had roped in Bollywood star Ranveer Singh to endorse Roadster. It is also likely to launch two or three more celebrity brand labels this year.

Myntra, however, did not comment on investment in these offline stores. "It is too early to make an estimate," said Subramanian.
Apart from Myntra, online retailer DoneByNone is also looking to earn revenue of Rs 500 crore in the next five years with nearly half of its sales coming from offline stores. "In the next six months, we plan to open our first few high street stores in Delhi. We will then expand to Mumbai and Bangalore," said Amarinder Dhaliwal, CEO of DoneByNone. "Offline stores have a greater customer reach. They add to the strength of the brand, awareness of the brand and also help it scale up."

Many e-commerce brands, including baby care retailer Firstcry, nutrition and fitness products retailer Healthkart and eyewear retailer Lenskart are already boosting their offline presence to expand their reach.

"We will penetrate a few more categories like kids' private brands and formal wear brands in the second half of the year," said Subramanian. It expects to give profit by year end with an estimated turnover of Rs 800 crore.
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