India's Myntra partners with London-based online fashion brand Urbanic

In India, the brand’s app has over 15 million downloads.

Myntra said Gen Z shoppers—those born after 1996—have turned into primary consumer segments for the shopping platforms.

Gen Z and millennials with their extremely high digital presence combined with a keen sense of style, are set to become one of Myntra's dominant consumer bases, Ayyappan Rajagopal, chief business officer, Myntra, was quoted as saying by a newspaper report. As a result, the partnership will help Myntra boost its portfolio.

“In addition, our dedicated brand store for Urbanic will enable easy discovery of the brand’s proposition under one roof for our fashion-conscious customers while offering a personalised shopping experience," he added.

Fibre2Fashion News Desk (DS)