Myntra acquires omnichannel retail platform Pretr

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Online fashion retailer Myntra today said it has acquired Mumbai-based Pretr, a move that will enable the Flipkart Group company to forge omnichannel partnerships with brands on its platform.

The terms of the deal were not disclosed.

"This acquisition will enable Myntra to forge omnichannel partnerships with brands on its platform and provide a comprehensive solution to retailers to enhance their own omnichannel journey," Myntra said in a statement.

Pretr was founded in 2016 by Bhavik Jhaveri and Ankur Joshi. Its omnichannel suite, deployed at retailers in India and the Middle East, provides retailers with solutions like 'endless aisle', order management and store analytics among others.

"Omnichannel is a key priority for Myntra as it enters its next phase of growth and this acquisition will help strengthen its footprint in this segment," the statement noted.

Customers on Myntra will have a unified view of a brand's inventory online and offline, and will be able to avail value-added services such as same day delivery, click and collect, and return or exchange at the brand's stores, the statement said.

Brands, in turn will be able to increase their sales, improve inventory utilisation and offer richer customer experience across all nodes, it added.

"Omnichannel - one view of inventory and one view of customer irrespective of the channel, will bring the best of offline and online world to customers - the touch and feel experience of offline and the convenience of online," Myntra Head Category Business and Chief Strategy Officer Ananya Tripathi said.

"Through the partnership with Pretr, we are looking to be leaders in this by partnering with 50 strategic brands in the next one year across all their stores and enabling all the Myntra private brand offline stores to deliver the most unique and differentiated experience in the industry to customers," she said.