Myntra acquires online fashion boutique Fitiquette

MUMBAI: E-commerce portal Myntra has acquired San Francisco-based Fitiquette, a technology solutions company that aims at solving size and fit issues for online shoppers.

Through this acquisition, Myntra aims to strengthen and expand its technology platform and drive transformational change in the online shopping space in India by providing world-class experience to its customers.

Without revealing financial terms of the deal, Myntra said that the acquisition was part cash, part stock.

This is Myntra‘s second acquisition in a short span of four months. It had acquired Sher Singh, a global private label online brand specialising in sports-inspired lifestyle apparel for men and women and its New York based parent company in November last year.

Myntra CEO and co-founder Mukesh Bansal said, "Myntra aims to create the most compelling Fashion Shopping experience for Indian consumers at par or better than global standards. Fitiquette has developed pioneering technology for solving the Fit/Size problem online. This acquisition will not only help us improve the experience significantly, but will also enhance our technology team with addition of top tech talent from Fitiquette."

The Fitiquette team will be joining Myntra with Andy heading Myntra‘s newly formed Innovation Labs in San Francisco.

Fitiquette CEO and co-founder Andy Pandharikar said, "The Indian e-commerce industry is growing at breakneck speed and it is a great time to be a part of this journey. I am confident that Fitiquette‘s powerful technology will benefit Myntra‘s vision of providing world class solutions to online shoppers across the country.

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