Walmart-backed Flipkart Group has partnered with Authentic Brands to license and distribute fashion brand Nautica in India to offer customer tech-powered shopping experience and will be sold online on Flipkart and its subsidiaries. The Flipkart group includes Flipkart.com and two lifestyle portals Jabong and Myntra, which controls about 65% of the online fashion business in India, according to industry estimates. An American lifestyle brand, Nautica was acquired by US Based Authentic Brand Group from VF Corporation, in May 2018, and has currently now had more than 40 retail stores in India.
Nautica main goal in this partnership to expand its reach in the Indian market, as this partnership will provide access to over 160 million consumers. Nautica is banking on this partnership as this partnership will bring a high degree of technological capabilities making them an ideal partner for Nautica, according to Jamie Salter, founder and CEO of Authentic Brands Group. It will help the brand to address unique consumer demands of the market and will open new avenues in respect to design, product development, merchandising and more.
The Flipkart Group will manage both Nautica’s online and offline businesses in India through a network of franchise partners. Nautica’s partnership is the Flipkart group’s third such partnership after Mango and Esprit.
In May, the Swedish retailer Hennes & Mauritz (H&M) entered into a partnership with Jabong and Myntra to increase its scale, customer base and sell its merchandise online in India. Even the Mango, the Spain fashion brand partnered with Myntra in 2017.
The international fashion and styles have gained huge popularity in India not only in metros but tier 2 cities and beyond, which has undoubtedly attracted a whole lot of foreign brands partnering with the existing online sites of India to reach huge customer base.
The senior vice president and Flipkart group head, Rishi Vasudev, said in a statement that, there are millions of consumers who are shopping on these platforms: Flipkart, Myntra and Jabong and the American lifestyle brand Nautica would address a segment of these consumers, thus satisfying the goal to bring in all possible global brands to Flipkart Group.