Kiabi, the French budget-friendly fashion label, is set to make its debut in Asia, starting with India. The announcement came via a collaborative press release from both Kiabi and the e-commerce giant Myntra, who will serve as its local online partner in the region.
Partnering with Myntra presents Kiabi with the opportunity to connect with discerning fashion enthusiasts nationwide. Through this collaboration, Kiabi can showcase its diverse collection of more than 500 products spanning various categories such as co-ord sets, dresses, and t-shirts, thereby reaching a wider audience in the premium fashion segment.
“True to our international development strategy, which aims to provide all families with a reimagined fashion that combines quality, price, style, and sustainability, we are proud to connect with Indian families in this symbolic country as a longstanding partner in the production of our collections. Thanks to the strength and prowess of a key player like Myntra, we simplify the access to fashion for everyone, accessible to all,” said François Haimez, international leader at Kiabi.
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Kiabi will have a dedicated online brand store on the Myntra app, along with extensive visibility via the platform’s snackable video content offering, Myntra Minis, which receives 1 million visits a day.
Last year, Kiabi had plans to enter India through brick-and-mortar stores, with a team from France visiting various malls in the country. However, Kiabi later changed its approach and decided to debut in India through online platforms, holding discussions with Myntra and Ajio.
“We are thrilled to welcome Kiabi to India and be their platform of choice for their much-awaited Asia foray. Kiabi is poised to have a successful run in India on the back of our shared values of a customer-first mindset and being the go-to fashion destination for the entire family. We are confident about building Kiabi into a household name with our huge base of premium shoppers, robust delivery network and keen understanding of India’s fashion needs,” said Jayanti Ganguly, vice president – business at Myntra.
Established in 1978 with a store in Roncq, France, Kiabi now operates in over 25 countries across Europe, the Middle East, Africa, and South America.
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The ready-to-wear clothing brand is under the ownership of The Association Familiale Mulliez (AFM), which also possesses the sportswear label Decathlon and the supermarket chain Auchan, alongside various other retail brands.
Currently, it collaborates with a variety of partners, including 34 factories, 16 suppliers, and 41 Kiabers, facilitating the creation of over 37 million pieces in 2022. Leveraging the expertise of 58 in-house stylists, the brand designs collections of responsible and budget-friendly fashion for the entire family globally.
Bengaluru-based Myntra currently hosts over 400 international brands, with around 50 being added in 2023.
