Indian fashion retailer Myntra has entered the plus-size apparel segment with the launch of its first plus size private label Sztori.
Sztori will cater to the plus-size audience in the country offering designer wear in the plus-size category. The brand will offer a range of products for men and women, including, tees, denims, tops, dresses and more in L to XXXXL (Large to 4 times large) sizes.
Sztori products will have over 225 styles and designs, to begin with at a price range of Rs 799 ($12) to Rs 1999.
Commenting on the launch of Sztori, Manohar Kamath, CXO, and Head, Myntra Fashion Brands, in a statement said, “We are extremely delighted to announce the addition of Sztori to our portfolio of private brands. Plus-size clothing is in great demand and it was time we offered something substantial in the category, opening up more avenues and possibilities for our customers.”
“Research estimates that this segment will account for $5-6 billion in the $40-billion Indian online fashion apparel market, by 2020, which is approximately 10-12% of the overall market, making it an important proposition,” he added.
This is Myntra’s second private label launch in less than a week. Last week, Myntra had announced the launch of its in-house ethnic label ‘House of Pataudi’, in association with Saif Ali Khan.