Myntra plans to sell own brands through other portals

Marketplaces selling their own brands is not news in the ecommerce world now. It is no secret that fashion products are the most sought after in the ecommerce space. Right from simple kurtas to designer clothes are being sold on the various online portals.

India’s top online fashion retailer, Myntra has about ten in-house brands including Anouk and Roadster, all of which are doing extremely well on the sales front. Looks like Myntra wants to cash in on the success of these, as we hear that the etailer now has plans to sell its in-house brands through other portals also.

Why push in-house brands?

Although Myntra allowed other sellers on its platform following its shift to marketplace model of operations last year, it continued pushing its in-house brands. One can only guess the obvious reason for this – higher operating margins.

A person privy to the company’s plans said, “We are looking at how to sell these brands at other ecommerce sites. It will work just like we sell our goods on Flipkart… like a client… If everything goes as planned, we could see our brands being sold (on other portals) from April.”

Before this happens, the company is looking at improving its logistics and making it robust enough to support the huge surge of demand on the platform.

Offline stores too?

“We are looking to set up experiential stores for the bigger brands, which helps us bring the brand experience alive,” said Gautam Kotamraju, the man credited with developing Myntra’s in-house brands.

A good move from Myntra?

Recently, we heard about Myntra’s decision to concentrate on breaking even. We can’t help wondering if this is a part of that strategy. How Myntra balances the showcasing of products on its portal versus others it ties up with will be interesting to see.