Freesoul Partners Myntra for Entry into India
NEW DELHI: Fashion and beauty retailer Myntra on Tuesday announced the launch of Italian denim brand Freesoul in India.
“Freesoul’s unprecedented association with Myntra will enable the brand to reach and engage with its diverse target audience in India and amplify its presence in the country with fashion-conscious men, with an affinity for high-end fashion brands, who turn to Myntra for their fashion needs,” the online fashion retailer, part of Walmart-backed Flipkart Group, said Tuesday.
The brand will have a brand store on Myntra Mall, in addition to being featured on Myntra Studio and M-Live, Myntra’s social commerce platform.
Founded in 1994, Freesoul is a high fashion brand that sells denim, activewear, sportswear and tailored clothing.
Myntra’s association with Freesoul strengthens its denim portfolio, the company said.
“The launch of Freesoul will allow fashion-conscious men across the country to access a rather niche range of finely crafted denims and more from Italy on our platform,” said Sharon Pais, Chief Commercial Officer of Myntra.
This decision marks Freesoul’s entry into India via Myntra.
As a premium brand, it largely catered to an exclusive customer base in Europe until its direct-to-consumer launch in India in 2022.
“Our partnership with Myntra provides direct and seamless access to one of the most digitally savvy marketplaces, and the platform will allow us to effectively interact and engage with trending audiences, and to continually improve our offerings to fit their evolving styles,” said James. Carnes, Marketing Director, Freesoul.
Myntra sells brands such as H&M, Levis, US Polo Assn., Tommy Hilfiger, Louis Philippe, Jack & Jones, Mango, Forever 21, Urbanic, Biba, Nike, among others, online.