American lifestyle retailer Abercrombie & Fitch Co. (NYSE: ANF) today announced a landmark multi-year franchise agreement with Myntra Jabong, the business-to-business wholesale arm of India’s leading fashion and lifestyle platform, Myntra. This strategic collaboration marks Abercrombie & Fitch Co.’s formal entry into the fast-growing Indian fashion market, further strengthening the brand’s global footprint.
The partnership will introduce Abercrombie & Fitch Co.’s portfolio of iconic brands—Abercrombie & Fitch, abercrombie kids, and Hollister Co.—to the Indian consumer through Myntra Jabong’s robust omni-channel distribution network, including online platforms and select physical retail locations across key cities.
A Milestone for Abercrombie & Fitch’s Global Expansion
With a legacy of more than 130 years, Abercrombie & Fitch Co. is globally renowned for its timeless American style and high-quality apparel. The company’s entry into India aligns with its broader international expansion strategy, targeting high-potential markets with a growing base of digitally-savvy, fashion-forward consumers.
“We are excited to partner with Myntra Jabong, a leader in India’s fashion and lifestyle ecosystem, to bring Abercrombie & Fitch Co.’s brands to one of the world’s most dynamic consumer markets,” Fran Horowitz, CEO of Abercrombie & Fitch Co. said. “This collaboration allows us to connect with a new generation of Indian customers who value premium quality, casual luxury, and authentic brand experiences.”
Why India? A Market Ripe with Opportunity
India’s fashion and lifestyle sector is witnessing exponential growth, driven by a young population, rising disposable incomes, and an increasing affinity for international brands. With over 65% of its population under the age of 35 and a booming e-commerce landscape, India represents a key strategic market for global fashion retailers looking to scale.
“Myntra’s deep understanding of Indian consumers, combined with their tech-driven approach to fashion retail, makes them the perfect partner for Abercrombie & Fitch Co. as we enter this new chapter,” added Horowitz. “Our shared commitment to customer-centricity and innovation will ensure that we deliver an exceptional brand experience across all touchpoints.”
Myntra Jabong: A Gateway for Global Brands in India
Myntra Jabong, a subsidiary of Walmart-owned Flipkart Group, has established itself as a premier partner for global fashion brands seeking to enter and scale in India. With a proven track record in brand-building, robust B2B capabilities, and a comprehensive online-to-offline (O2O) strategy, Myntra Jabong offers an unparalleled platform for Abercrombie & Fitch Co. to engage with Indian consumers.
Speaking on the partnership, Nandita Sinha, CEO of Myntra, said, “We are thrilled to welcome Abercrombie & Fitch Co. to our portfolio of global brands. This partnership reflects our commitment to bringing the best of international fashion to India. Abercrombie & Fitch, abercrombie kids, and Hollister Co. are brands that resonate strongly with India’s young, aspirational consumers who seek premium, trend-forward, and high-quality products. We look forward to co-creating an exciting brand journey for them in India.”
Multi-Channel Presence: Online & Offline
The partnership will see the launch of Abercrombie & Fitch Co.’s brands on Myntra’s e-commerce platform, which attracts over 50 million monthly active users. Additionally, Myntra Jabong will explore opportunities for exclusive brand outlets (EBOs) and experiential pop-up stores in key metropolitan cities, ensuring a seamless blend of digital convenience and offline brand engagement.
The launch will also be accompanied by localized marketing campaigns, influencer collaborations, and customized product assortments curated specifically for Indian tastes and preferences.
A Focus on Sustainable and Inclusive Fashion
In line with Abercrombie & Fitch Co.’s global sustainability goals, the India partnership will emphasize responsible sourcing, sustainable materials, and eco-friendly packaging. The brand will also leverage Myntra’s initiatives in inclusive sizing and gender-neutral fashion to ensure its offerings cater to a diverse consumer base.
Looking Ahead: A Long-Term Vision
This partnership marks just the beginning of Abercrombie & Fitch Co.’s long-term vision for India. Both companies have expressed their commitment to deepening the collaboration through expanding product categories, exploring omni-channel innovations, and co-developing unique customer experiences that set new benchmarks in the Indian fashion industry.
“This is more than just a market entry—it’s about building a meaningful and lasting brand presence in India,” said Horowitz. “Together with Myntra Jabong, we are committed to redefining the way Indian consumers experience global fashion.”
Abercrombie & Fitch Co.
Abercrombie & Fitch Co. (NYSE: ANF) is a leading, global specialty retailer of apparel and accessories for men, women, and children through five renowned brands: Abercrombie & Fitch, abercrombie kids, Hollister Co., Gilly Hicks, and Social Tourist. The company’s purpose is to be there for its customers on the journey to being and becoming who they are.
Myntra Jabong
Myntra Jabong, the B2B wholesale arm of Myntra, is part of the Flipkart Group and is one of India’s leading platforms for fashion and lifestyle products. Myntra Jabong partners with global brands to enable their expansion in India through a full-stack business model encompassing marketing, distribution, retail operations, and customer engagement.
