Myntra to now sell its private label 'All About You' in Walmart stores in Canada

Ecommerce company Myntra will now sell its private label in Walmart stores in Canada to cater to the festive shopping needs of the Indian diaspora.

Bang in the middle of the festive season, omnichannel retail platform Myntra launched its private label 'All About You' in Walmart stores across Canada to target the huge Indian diaspora living there.

After sealing a $16-billion investment deal with the US-based retail giant, Flipkart’s fashion unit has started to leverage the company's reach to sell its private labels in Walmart stores in Canada. Myntra has refused to comment on this development.

Bollywood actor Deepika Padukone is the brand ambassador for the private label, and the brand is currently being sold by Haryana-based seller Savadika Retail on the online platform.

All About You is a women fashion brand launched in 2015, and is one of the company's 14 private brands. Last August, its private label vertical Myntra Fashion Brands (MFB), which delivers about 25 percent of Myntra's business, turned operationally profitable. The fashion e-tailer has also gone offline with its private labels by opening its first Roadster store in Bengaluru last year.

For Flipkart, the Myntra buyout has been one of the most successful acquisitions in the Indian startup ecosystem, especially in ecommerce. Flipkart claims it has a 70-percent combined market share in online fashion.

In a recent report on the market share during the festive sales, Redseer Consulting, a research and advisory firm, said, “Flipkart accounted for more than half of GMV for the entire industry. Between Flipkart and Amazon, the share was 62-38. Higher share for Flipkart was driven by higher sales in both mobiles and fashion verticals.”