Tendam, a prominent Omni-channel specialist fashion group in Europe, has revealed a strategic partnership with Myntra, a leading platform for fashion, beauty, and lifestyle in India. This collaboration aims to facilitate Tendam's entry and expansion into India, which is recognized as one of the world's rapidly growing markets. By teaming up with Myntra, a preferred destination for global brands seeking access to India's fashion-savvy customer base, Tendam and its brands anticipate increased visibility and exposure in this dynamic and expanding market.

Furthermore, Tendam aims to strengthen its position in the market by launching two franchised stores in Pune's Phoenix Mall of the Millennium and Ludhiana's Silver Arc Mall in January 2024. The company has ambitious plans for sustainable growth in India, with a goal of opening 20 stores within the next three years.

Antonis Kyprianou, Tendam's Franchise General Manager said, "We are delighted to have an association that will enable us to develop our omnichannel business. Myntra is the ideal partner for us. They are aligned with our omni-channel strategy and have the capacity and expertise to develop it in the country fully. India is also one of the most promising markets in the world and we want to ensure that Tendam’s brands have a relevant presence there; this will be achieved by working with a local company as strong and dynamic as Myntra".

Talking about the collaboration, Jayanti Ganguly, Vice President, Category Management, Myntra stated, “Myntra’s strategic association with the Tendam group reflects our commitment to offering the best of international styles and brands to our discerning customers in India. For over a century, Tendam has been delivering stylish fashion across Spain and other parts of the world and it’s a great period for us to launch the brand in India as our customers are following and adopting global trends and styles more closely than ever before. We are sure that the collection of this iconic brand will be loved and appreciated by our upwardly mobile fashion-forward customers".

Regarding the brand’s omnichannel approach, Vishal Anand, Vice President, Omnichannel, Myntra added, "It’s a great opportunity for us to help the Tendam group unlock their optimal potential with their physical expansion in the Indian market. Through our omnichannel capability, we aim to provide our customers a much faster and richer shopping experience". This strategic initiative enhances the footprint of Tendam's brands in India, underscoring the company's robust potential for international growth. The approach involves an expansion strategy in collaboration with adept retail partners possessing firsthand market knowledge, experience, and professionalism. Leveraging Myntra's innovative omni-channel technology, which is utilized by 5600 stores across diverse brands, the company extends its reach to over 140 cities.