Roadster marks Myntra's entry into offline retail

Online fashion giant Myntra in association with one of its franchise partners on Thursday launched its first offline store for Roadster, its largest selling in-house brand.

The Rs 300-crore outdoor lifestyle brand contributes to 8% of the platform’s revenues. As the store fulfills the brand’s endeavour to have an omnichannel presence, it also offers customers a futuristic experience, which is aided by technology at every step.

Equipped with multiple touch-screen displays, the store offers immersive experiences to the customer though its special features, including Highway 360 which uses VR to take people on a virtual road trip.

DH News Service
Myntra an Jabong CEO Ananth Narayanan said, “While the launch of an offline store for Roadster is a milestone for Myntra, it is also an initiative to improve consumer interaction with the Roadster. The brand is well on its way to achieve a run rate of Rs 1,000 crore by FY2010 as it has already witnessed a year-on-year growth of over 80%.”

The company intends to take on the exercise of setting up offline presence for more brands on its platform this year, with the next being lifestyle brand HRX, indicated Narayanan.