Myntra launches luxury fashion store Pernia’s POP-UP SHOP

Myntra, an Indian fashion e-commerce company, has launched ‘Pernia’s POP-UP SHOP’, a luxury fashion store for men and women.

The new luxury fashion store is said to offer exclusive designer merchandise from some of the big names in the fashion industry. With the association, Myntra will now has a variety of designer wear to offer for women from more than 25 top Indian designers such as Ritu Kumar, Masaba, Namrata Joshipura, and Mandira Wirk.

Ayyappan Rajagopal – Head of Business, Myntra Jabong said: “Myntra’s association with ‘Pernia’s POP-UP SHOP’ marks our foray into the luxury segment, which is beginning to emerge as a popular category online.

“We are witnessing a strong demand for premium products on our platform and this association strongly enhances our position as a leading destination for women’s ethnic wear. Myntra’s reach and popularity will now take designer labels to the doorsteps of discerning fashion shoppers across the nation.”

The Indian fashion e-commerce company said that customers can select across a variety of designer sarees, dresses, kurta sets, lehengas, and gowns for traditional occasions, wedding trousseau, cocktail parties, and evening soirees.

Myntra said that the collection will be available on its website at a price range of INR 10,000-1,50,000.

Pernia’s POP-UP SHOP’ is owned by Purple Style Labs (PSL), a luxury Indian fashion house. The association with Myntra is for launching the brand to a much larger shopper base in India. Products from ‘Pernia’s POP-UP SHOP’ are available currently on the brand’s online platform and offline stores across India.

Abhishek Agarwal – CEO of ‘Pernia’s POP-UP SHOP’ said: “Our association with Myntra will bring together a curation and distribution in the luxury space to make designer wear accessible to a wider shopper base and millennials.”