Myntra expands premium retail portfolio with Sisley India launch

Business-to-business wholesale arm of the e-commerce major, Myntra Jabong India has finalized a master franchise agreement with the Benetton Group to introduce the premium fashion brand Sisley to the Indian market. This strategic collaboration leverages Myntra's domestic distribution infrastructure to establish a robust physical and digital footprint. Through licensed franchisee partnerships, the joint initiative will roll out exclusive brand outlets and shop-in-shop formats across major metropolitan centers. Industry analysts view this development as part of a wider commercial movement where global apparel houses favor established local e-commerce wholesale networks over standalone retail entries to accelerate market penetration.

Capturing the premium metropolitan consumer segment

Targeting urban shoppers seeking contemporary wardrobe solutions, Sisley’s initial Indian product portfolio features trend-forward apparel collections for both men and women designed for versatile, occasion-led wear. The launch addresses rising consumer demand for accessible luxury and European design aesthetics within tier-one urban markets. The brand's accessible Italian style, anchored in fashionability, quality, and trend-led design, makes it a highly exciting proposition for Indian customers seeking versatile wardrobes, states Venu Nair, Chief-Strategic Partnerships and Omni-channel, Myntra. Concurrently, Benetton Group views the collaboration as a vital mechanism to capitalize on India's long-term retail expansion. With Myntra's deep understanding of the domestic fashion landscape and strong omni-channel capabilities, this collaboration will help the group build a strong presence, remarks Nicola Capone, CEO- Distribution, Benetton Group.

Sisley operates as a contemporary premium fashion label under the Benetton Group, specializing in trend-driven apparel for men and women across more than 40 international markets. Originating as a denim collection in Paris in 1968 before joining Benetton in 1974, the brand focuses its ongoing expansion on premium urban retail ecosystems and high-growth emerging economies.