Walmart Canada to Carry Flipkarts Myntra Private Brands

Not long after Walmart’s $16-billion investment in Indian online retailer Flipkart, the fashion division of Flipkart Myntra is taking advantage of Walmart’s scale and reach to sell its private brands in global markets.

Initially, Myntra will sell its private brand  All About You — at Walmart stores in Canada, targeting the huge Indian diaspora living in the country. Launched in 2015, ‘All About You’ is a women fashion brand that’s endorsed by well-known Bollywood actor Deepika Padukone.

At present, Myntra has 14 private brands. The retailer’s private brands account for  25% of with expectations that it will exceed 30% by the end of 2019.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.