Spain's Tendam forges alliance with Myntra to expand presence in India's fashion landscape

Bengaluru, January 2, 2024: Tendam, one of Europe’s leading Omni-channel specialist fashion groups, has announced a strategic collaboration with Myntra, one of India's leading platforms for fashion, beauty and lifestyle, to enter and expand in India, one of the world's fastest-growing markets.

The collaboration with Myntra, one of the choicest destinations for international brands to tap into India’s burgeoning base of fashion-forward customers, will provide Tendam and its brands with progressively greater visibility and exposure to customers in India, one of today's most relevant and fastest growing markets.

Lingerie brand Women'secret is the first of Tendam's flagship brands to be available on Myntra in India. In addition, Tendam will reinforce this market presence with the opening of two franchised stores in  Pune’s Phoenix Mall of the Millennium and Ludhiana’s Silver Arc Mall in January 2024  and plans to grow sustainably in India with the aim to open ~20 stores over 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 omni-channel business. Myntra is the ideal partner for us. They are aligned with our omni-channel strategy and have the capacity and expertise to fully develop it in the country. 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 and 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, said, “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 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.”

Talking about the brand’s omnichannel approach, Vishal Anand, Vice President, Omnichannel, Myntra said, “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 a much faster and richer shopping experience to our customers.”

This strategic move strengthens the presence of Tendam's brands in India and confirms the company’s strong international growth prospects, following an expansion strategy with expert retail partners who bring first-hand market knowledge, experience, and professionalism.

Myntra’s pioneering omni-channel technology is leveraged by 5600 stores across various brands, serving 140+ cities.