Blackberrys joins forces with Myntra to widen India customer base

Menswear brand Blackberrys has announced a strategic collaboration with fashion focused e-commerce platform Myntra. The brand aims to harness Myntra’s pan-India reach to broaden its own operations and connect with new customer bases in India.

“This strategic alliance with Myntra marks a new chapter in Blackberry’s journey,” said Blackberrys’ co-founder and director Nitin Mohan, India Retailing reported. “Myntra’s expansive reach and cutting-edge technology will enable us to connect with a broader audience.”
 
Following the tie up, all of Blackberrys’ apparel and accessories collections are now available to purchase on Myntra’s e-commerce platform. This includes Blackberry’s formal wear range and its footwear collection. The brand aims to reach shoppers in new geographies across India and serve millions of shoppers nationwide.  
 
“We are happy to deepen our relationship with Blackberrys,” said Myntra’s chief business officer Sharon Pais. “This announcement underscores our commitment to serving Myntra’s premium base of fashion-forward customers with the finest menswear collections that meet their evolving tastes and preferences.”
 
Blackberrys was founded in 1991 and specialises in semi formal western wear with a classic aesthetic, according to its Facebook page. The brand counts 380 exclusive brand outlets located across India and also retails from its direct to customer e-commerce store.