In a strategic move that could reshape India’s online fashion landscape, Reliance Retail’s Ajio is gearing up to showcase H&M’s collection, hinting at a potential shift from the Swedish brand’s exclusive online alliance with Myntra.

What Happened? Since its Indian debut in 2015, H&M has been a significant player, introducing the nation to the allure of fast fashion. Their 2019 collaboration made Myntra the exclusive online hub for H&M’s trendy offerings.

However, this new development doesn’t spell the end for H&M and Myntra. Instead, it signifies H&M’s intent to broaden its digital footprint. Ajio, already boasting exclusive partnerships like Gap, stands to gain immensely from this. The platform’s strategy to further entrench its position in the Indian market is evident, especially with plans to introduce the Chinese brand Shein.

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Why it Matters? Yanira Ramirez, H&M India’s Country Sales Manager, emphasized the brand’s commitment to the Indian market, stating their aim to be the go-to fashion brand for all. She lauded the fruitful partnership with Myntra and expressed enthusiasm for H&M’s future in India.

Industry insiders believe this move could be a game-changer for Ajio, given its rich portfolio of exclusive brands. With H&M’s impressive FY22 revenue growth of 49%, clocking in at ₹2,115.18 crore, this partnership might just be the catalyst Ajio needs to further solidify its market position.

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