Myntra is going offline in Bangalore with its first tech-enabled physical store

Online fashion’s top player, Myntra is all set to take its business offline. The etailer has already tried and tested the app-only approach and now it is ready to launch its first physical store in Bangalore. IOS reported that the etailer wants to have its own offline store by the end of this year. The goal of this approach is to improve sales and increase consumer access to the brands on the online marketplace.

Where will its first store be located?

The first brick and mortar store from the Flipkart owned portal will be set up in Bangalore. According to reports, this store will be opened under one of Myntra’s private labels, Roadster. The offline store will be located in a high-end fashion district of 100 Feet Road.

Apparel store Blackberry’s on 100 Feet Road in Indiranagar has already carved out 3,500 sq. ft. out of its total 8,000 sq. ft. for the Roadster outlet by Myntra.

The offline store will be highly tech-enabled

Myntra’s CEO, Ananth Narayan say, “It (the offline store) will be highly tech-enabled.”

The outlet swill comprise of digital walls that allow consumers to navigate and browse through products, Ananth confirms. He also claims that the store is expected to open its doors to the public sometime during late December or early January.

Myntra not the first to go offline!

Myntra won’t be the first online portal to use the offline route to build its business. Others like Flipkart, Firstcry, Zivame, Lenskart and even Pepperfry already have their own physical outlets in prime locations in the country. Zivame plans on increasing its offline store number by 50 in March. Lenskart has the largest offline network. It wants to increase its current offline empire to 3500-400 stores. Pepperfry, on the other hand, is already working on expanding its offline presence.

Myntra took over Jabong this year for $70 million and also combined their revenues. Can we expect them to combine efforts in offline retail too and take over this segment of fashion retail?

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