Myntra has launched its in-house plus-size apparel brand 'Sztori', expanding its in-house brands' portfolio. The brand is specially designed to suit a larger range of body shapes and sizes.
Myntra said, "Post identifying a white space opportunity in the segment, Myntra set out to design and develop merchandise under a new brand to cater to the category and make wearers look fashionable with multiple style options at affordable prices."
The brand will offer a range of products for men and women, including, Tees, denim, tops, dresses and more, in L to XXXXL sizes with prices ranging from Rs 799-1,999. It will provide shoppers with more than 225 styles.
Manohar Kamath, CXO and Head, Myntra Fashion Brands, said, "We are extremely delighted to announce the addition of Sztori to our portfolio of private brands. Plus size clothing is in great demand and it was time we offered something substantial in the category, opening up more avenues and possibilities for our customers. Research estimates that this segment will account for $5-6 billion in the $40-billion Indian online fashion apparel market, by 2020, which is approximately 10-12% of the overall market, making it an important proposition."
