Myntra gets master distribution rights of women's fashion brand bebe in India

New Delhi: Ecommerce platform Myntra has been granted the rights for master distribution and management of global women's fashion brand, bebe in India, the company said in a press release.

In this association, Flipkart owned Myntra will assist the fashion brand bebe in wholesale distribution through a network of third-party franchise partners and distributors, read the press release. Bebe aims to set up five brand outlets and ten shops in shops over the year across 3 cities, it shared.

“bebe, is an iconic brand with a rich legacy of shaping the fashion choices of millions of women globally and makes for a significant addition to our licensed brands portfolio. This association will eventually help bebe to establish a customer base in India,” said Manohar Kamath, CXO and chief - house of brands, Flipkart Group.

With this, Myntra has further strengthened its international licensed brands portfolio. The retailer had earlier partnered with fashion and lifestyle brands such as Mango, Nautica, H & M, and Slazenger and assists them in distributing their products in India.

Through its partnership with Myntra, bebe aims to cater to the mass premium segment with an extensive range of apparel across categories. The fashion brand will particularly target women in metros and tier 1 cities and establish a strong customer base, read the press release.

“We are excited to be associated with Myntra. We're looking forward to working together to reach the bebe shopper in this exciting market," said Ralph Gindi, owner and COO, Bluestar Alliance.

Bebe is owned and managed by Bluestar Alliance.