BENGALURU: Tendam, a specialist fashion group with an omni-channel presence, has announced a strategic collaboration with Myntra, one of India’s leading platforms for fashion, beauty, and lifestyle. The partnership aims to expand Tendam’s presence in India, one of the world’s fastest-growing markets.
The collaboration will begin with the launch of Tendam’s lingerie brand Women’secret on Myntra, providing Tendam and its brands with greater visibility and exposure to India’s fashion-forward customers. Tendam will also open two franchised stores in Pune’s Phoenix Mall of the Millennium and Ludhiana’s Silver Arc Mall in January 2024. The company plans to open around 20 stores in India over the next three years.
Antonis Kyprianou, Tendam’s Franchise General Manager, said, “We are delighted to have an association that will enable us to develop our omni-channel business. Myntra is the ideal partner for us. They are aligned with our omni-channel strategy and have the capacity and expertise to fully develop it in the country. India is also one of the most promising markets in the world and we want to ensure that Tendam’s brands have a relevant presence there and this will be achieved by working with a local company as strong and dynamic as Myntra.“
Talking about the collaboration, Jayanti Ganguly, Vice President of category Management, at Myntra, said, “Myntra’s strategic association with the Tendam group reflects our commitment to offering the best of international styles and brands to our discerning customers in India. For over a century, Tendam has been delivering stylish fashion across Spain and other parts of the world and it’s a great period for us to launch the brand in India as our customers are following and adopting global trends and styles more closely than ever before. We are sure that the collection of this iconic brand will be loved and appreciated by our upwardly mobile fashion-forward customers.”
Talking about the brand’s omnichannel approach, Vishal Anand, Vice President, Omnichannel, Myntra said, “It’s a great opportunity for us to help the Tendam group unlock their optimal potential with their physical expansion in the Indian market. Through our omnichannel capability, we aim to provide a much faster and richer shopping experience to our customers.”
This strategic move strengthens Tendam’s presence in India and confirms the company’s strong international growth prospects. Myntra’s pioneering omnichannel technology is leveraged by 5600 stores across various brands, serving 140+ cities. Tendam operates in almost 80 countries across four continents and has more than 1,800 points of sale, including directly operated stores, e-commerce, and franchises.
