Myntra Fashions has reportedly bought a 100 per cent stake in Deepika Padukone’s ‘All About You’ fashion brand for an unspecified amount. This can be termed as one among a spate of recent celebrity brand deals. ‘All About You’ was established in 2015 with Padukone and Myntra holding 50 per cent stake each and has now become a leading women’s wear brand on the platform.
Bollywood Star Deepika Padukone said, “Collaborating with Myntra and creating a brand such as ‘All About You’ has not only been creatively satisfying but has also taught me a lot.” She also wished the brand and the team much success as they embark on a new journey.
Head of Myntra Fashion Brands Manohar Kamath said that their partnership with Deepika Padukone and ‘All About You’ has been extremely fruitful. “Over the years, we have successfully managed to create a brand that resonates with the modern Indian woman and as part of the next phase of growth, Myntra has now acquired full stake in the brand,” he added. Furthermore, Myntra plans to increase the popularity of the brand by making the collection accessible to customers in unexplored markets in India. Over the years, the company has been partnering with many celebrities for various brands. Some of these brands are ‘HRX’, co-owned by Exceed Entertainment, Hrithik Roshan and Myntra, and ‘House of Pataudi’, co-owned by Exceed Entertainment, Saif Ali Khan and Myntra.
At the same time, the Bengaluru-based company has also been expanding in international markets. Myntra Fashion Brands was recently launched in the Middle East in partnership with the leading regional e-commerce platforms, noon.com and namshi.com. Through this partnership, the Indian fashion company aims at offering brands of Indian origin to millions of international as well as NRI shoppers in the region.