Bengaluru, December 20, 2023: Myntra announces the onboarding of the global women’s fashion accessories brand, Parfois, further bolstering its comprehensive international brand portfolio. The brand has marked its foray into the Indian market with its signature handbags, totes, and a sling range. To be the preferred women’s fashion accessories brand, Parfois is known to offer versatile, trendy, and chic products that are best known for their quality while being available at accessible price points.
A Portuguese women’s accessories brand founded in 1994 by Manuela Medeiros, Parfois specializes in the creation and distribution of bags, shoes, apparel, and accessories like jewelry, sunglasses, scarves, hats, and gloves, among others. The brand has been growing from strength to strength since 2010, owing to the robust demand for its fine products across the globe. In 2019, the brand reached a milestone of 1,000 stores and as of 2023 is present in around 70+ countries.
Parfois in its unique partnership with Myntra, will offer Indian shoppers 250+ options to begin with, capturing differential selections, starting from GenZ and millennial consumers. With an attractive Average Selling Price (ASP) of around ₹2,000, the brand caters to trend-conscious women with an affinity for high-performing bags. The brand’s offerings on Myntra will have a skewed focus on handbags, totes, and slings, that have simple and trendy designs available in a wide spectrum of colors. The association with Myntra will increase the brand’s ease of doing business in India, while also enabling it to tap into its thriving base of fashion-forward customers. Some of the sought-after offerings from the brand on the platform include slings, totes, mini bags, clutches, and laptop bags.
Parfois will also leverage Myntra’s on-app channels in tandem with Myntra’s social media and pioneering social commerce offerings, to enrich the brand’s overall visibility and build recall. Customers will also be provided with benefits like a flat 20% price reduction as a part of the brand’s launch offers.
Speaking on the launch of the brand, Jayanti Ganguly, VP – Business, Myntra, said, “As the sense of style evolves across the country in line with global trends, we are seeing an increased appetite for trend-first accessory brands with customers proactively looking for accessories high-on style that best reflects their personalities. Parfois is one such global brand that is poised to be a hit with the fashion-forward women shoppers of the country with its elegant and chic range of high-quality handbags. We are thrilled to introduce Parfois to our customers, thus further enhancing the appeal of our international brands portfolio, especially as we ramp up our global accessories segment.”
Touching upon the association with Myntra, Susana Sánchez, CEO – of Parfois, said, “From Parfois, we are very excited to launch our brand in one of the most important markets, India. The opportunity to build Parfois globally is one of the most important steps for our growth in international markets. We hope that with Myntra as our partner, that opportunity will likely turn into an amazing experience for having new customers and opening new regions around the world.”