New Delhi: Myntra has launched an in-house plus-size apparel brand, Sztori, specially designed to suit a larger range of body shapes and sizes, the company said in a statement.
According to the company, after identifying a white space opportunity in the segment, Myntra set out to design and develop merchandise under a new brand to cater to the category and make wearers look fashionable with multiple style options at affordable prices, opening new avenues in the industry.
The brand offers a range of products for men and women, including, Tees, denim, tops, dresses and more in L to XXXXL sizes. Shoppers can choose from over 225 styles and designs at prices ranging from Rs 799 and Rs 1999.
“We are extremely delighted to announce the addition of Sztori to our portfolio of private brands. Plus size clothing is in great demand and it was time we offered something substantial in the category, opening up more avenues and possibilities for our customers. Research estimates that this segment will account for $5-6 billion in the $40-billion Indian online fashion apparel market, by 2020, which is approximately 10-12% of the overall market, making it an important proposition,” said Manohar Kamath, CXO, and Head, Myntra Fashion Brands.
Myntra now has more than 15 in-house fashion brands including Roadster, HRX, Dressberry, Mast & Harbour, All about you, Moda Rapido and Anouk.
The development was reported by retail.economictimes.indiatimes.com