The San Francisco-based fashion marquee brand, will cater to the mass premium segment and is set to offer an extensive range of apparel across categories for women in India, particularly targeting the urban and fashion forward cohort, spread across the country’s metros and tier I cities, the two companies said in a joint media release.

Bebe will offer tops/T-shirts, dresses and jeans, appealing mostly to those in the age group of 25-35. The association with Myntra enables Bebe to eventually tap the vast Indian market by allowing Myntra to distribute its products on a wholesale basis, helping the brand establish a strong customer base through independent third-party franchise partners and distributors.

Manohar Kamath, CXO and chief - House of Brands, Flipkart Group, said, “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.”

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

Fibre2Fashion News Desk (KD)