Myntra has confirmed the inclusion of the global women’s fashion accessories brand, Parfois, in its diverse international brands lineup, signaling a strategic move in the Indian retail market. Marking its entry into India with a range of signature handbags, totes, and slings, Parfois aims to position itself as the preferred women’s fashion accessories brand, renowned for its versatile, trendy, and quality products at accessible price points.
Established in 1994 by Manuela Medeiros, Parfois, a Portuguese brand, specializes in creating and distributing a wide array of women’s accessories, including bags, shoes, apparel, jewelry, sunglasses, scarves, hats, and gloves. Experiencing consistent growth since 2010, the brand achieved a significant milestone in 2019, reaching 1,000 stores, and presently boasts a presence in over 70 countries as of 2023.
In its collaboration with Myntra, Parfois introduces a curated selection of 250+ options for Indian shoppers, catering to diverse preferences, particularly targeting GenZ and millennial consumers. Priced attractively at an Average Selling Price (ASP) of approximately Rs 2,000, the brand focuses on offering high-performing bags with a skewed emphasis on handbags, totes, and slings featuring simple and trendy designs in a variety of colors.
The partnership with Myntra not only facilitates Parfois’s entry into the Indian market but also provides access to Myntra’s thriving base of fashion-forward customers. With a particular focus on handbags, totes, and slings, the brand aims to leverage Myntra’s on-app channels and social media presence, including social commerce offerings, to enhance its overall visibility and brand recall. As part of the launch offers, customers can enjoy a flat 20 percent price reduction on select Parfois products, adding value to their shopping experience.
Jayanti Ganguly, VP – Business, Myntra said, “As the sense of style evolves across the country in line with global trends, we are seeing an increased appetite for trend-first accessory brands with customers proactively looking for accessories high-on style that best reflect their personalities. Parfois is one such global brand that is poised to be a hit with the fashion-forward women shoppers of the country with its elegant and chic range of high-quality handbags. We are thrilled to introduce Parfois to our customers, and thus further enhancing the appeal of our international brands portfolio, especially as we ramp up our global accessories segment.”
Susana Sánchez, CEO – Parfois said, “From Parfois we are very excited to launch our brand in one of the most important markets, India. The opportunity to build Parfois globally is one of the most important steps for our growth in international markets. We hope that with Myntra as our partner that opportunity will likely turn into an amazing experience for having new customers and opening new regions around the world.”
