March 09: In order to strengthen its beauty portfolio, fashion e-commerce platform Myntra has launched Bath & Body Works on its platform. This association has put Myntra one step ahead on its way to further strengthen its personal care and beauty category. Along with this partnership, on the other hand, Bath & Body Works also expect to improve its sales taking the help of Myntra’s wide consumer reach.

As per Myntra’s claims, its beauty category has registered over 80 per cent year-on-year growth with appreciable contribution from tier 2 and tier 3 cities.

Bath & Body Works entered the wide Indian market as they partnered with Major Brands that is a leading Franchisee for International fashion brands. With this, they were able to launch their first store in India at Select Citywalk, located in New Delhi. Afterwards, the brand initiated more store openings in leading metros and also, launched its own online website.

Also read: Kidswear witnesses highest growth among other categories on Myntra

Sharing the excitement over the new association, the head of business at Myntra, Ayyappan Rajagopal was quoted as saying, “Myntra’s association with Bath & Body Works is a significant one, considering the popularity of the brand and its discerning customers. Myntra’s reach and popularity make for an ideal platform for the brand to spread its presence across geographies and connect with a wider base of consumers.”

Further, he added, “Beauty and Personal care is an important category on Myntra and witnessed strong demand during the pandemic. We doubled our customer base for the category in the last 2 quarters of last year and added about 100 new brands to our portfolio in the last six months.”

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