H&M inks agreement with Myntra to cash in on online fashion boom

H&M gets over 15% of its sales from online channel in India, which is higher than its global average

Swedish fashion and apparel brand H&M is tying up with leading fashion retailer Myntra to boost its prospects in the country’s fast-growing online retail space. 

After launching its in-house e-commerce portal last year, this is the first such tie-up that the fashion retailer has formed in the country.

According to Fredrik Olsson, managing director at H&M, the company already gets over 15 per cent of its sales from online channel in India, which is higher than its global average. “This is only from our own portal. With the tie-up with Myntra, which holds close to 40 percent share in the online fashion