Myntra is entering international markets with the launch of its fashion brands in the Middle East.

It has partnered with the leading regional e-commerce platforms, and Noon is a horizontal e-commerce platform with offerings in multiple categories, while Namshi is a vertical platform, that focuses on premium fashion.

Noon has seen the launch of homegrown brands such as Dressberry, Mast & Harbour, Moda Rapido, Here & Now, Sztori and HRX, while Namshi will list out Dressberry, Mast & Harbour, Wrogn and HRX, over the next few weeks.

According to Your Story, Amar Nagaram, CEO of Myntra, said in a statement: “This is a significant milestone in our journey so far and marks the next phase of growth for Myntra. Our research identified high levels of potential channels across the globe offering significant opportunities in the online fashion segment.” He further added, “Amongst these, the Middle East stood out in terms of the audience’s demographic profile, extremely high mobile penetration, the similarity in fashion preferences and a large population of Indian origin.”