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French apparel brand, Kiabi which is present in about 25 countries, on Wednesday announced that it has forayed into Asia, through its association with Myntra in India.

ET had last year reported that the brand was in talks to enter the Indian market.

The brand has its presence across Europe, the Middle East, Africa, South America, and now, Asia.

Kiabi is owned by The Association Familiale Mulliez (AFM), the holding company of the Mulliez family, which also control Decathlon, Auchan supermarket and about a dozen other retail brands.

The association with Myntra is poised to enable Kiabi to tap into the premium fashion audiences across the country while offering seamless access to its diverse range of 500+ products across categories, including co-ord-sets, dresses, T-shirts and comfortable sets for kids.

Kiabi will have a dedicated Online Brand Store on the Myntra app, coupled with extensive visibility via the platform’s snackable video content offering, Myntra Minis.

Speaking on the brand’s India foray, François Haimez, International Leader, KIABI, said, “True to our international development strategy, which aims to provide all families with a reimagined fashion that combines quality, price, style, and sustainability, we are proud to connect with Indian families in this symbolic country as a longstanding partner in the production of our collections. Thanks to the strength and prowess of a key player like Myntra, we simplify the access to fashion for everyone, accessible to all.”

Jayanti Ganguly, VP - Business, Myntra, said, “We are thrilled to welcome Kiabi to India and be their platform of choice for their much-awaited Asia foray. Their diverse range of high-quality, affordable and sustainable fashion has enabled Kiabi to become a wardrobe staple for families across the globe. Kiabi is poised to have a successful run in India on the back of our shared values of a customer-first mindset and being the go-to fashion destination for the entire family. We are confident about building Kiabi into a household name with our huge base of premium shoppers, robust delivery network and keen understanding of India’s fashion needs.”

As the world's most-populated country, India is an attractive market for apparel brands, especially with youngsters increasingly embracing western-style clothing.