Flipkart partners Max Fashion to expand fashion category ahead of festive season

The partnership will provide Max Fashion with wider market access as its products across categories, including apparel and accessories, footwear, will be available in newer geographies and pin codes.

BENGALURU: Flipkart has partnered with Max Fashion, the largest clothing retailer in India, to expand its fashion portfolio ahead of the festive season sale.

Owned by Dubai-headquartered Landmark Group, The Max Fashion store on Flipkart will have more than 13,000 new styles, with most under Rs 1,000.

The partnership aligns with Flipkart’s priority to expand its fashion portfolio and make the affordable trends accessible to consumers across small towns and cities, Nishit Garg, Vice President, Flipkart Fashion told ET.


“This is a very strategic partnership for us... Max brings in trendy, branded and affordable fashion, while we get the reach and supply chain capabilities,” Garg said. “Broadly industry estimates indicate that 90-95% of India’s fashion market is below the Rs 1,000 price point,” he explained.

Max is the single largest player in India with more than 375 stores across 130 cities, catering to the 18-35 age group, both male and female, and retails womenswear, menswear, kidswear, footwear as well as accessories.

In July last year, Max launched on Amazon India.
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“To reach as many customers as possible, we have been rapidly growing, both our retail stores footprint as well as our online presence,” Shital Mehta, CEO, Max Fashion India said.

“This partnership with Flipkart, which also brings in the customer understanding, supply chain, and tech capabilities, is the next step in this direction – this enables us to expand our presence and reach the next 200 million customers who live in tier-2 and tier-3 cities,” Mehta added.

Max Fashion has about 340 stores across 130 cities in the country and already sells more than 100 million garments through its omnichannel presence.
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