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Myntra is going the brick-and-mortar way now, may take over Forever 21

BI India BureauMar 29, 2016, 12:11 IST

Myntra, which is an online fashion portal owned by Flipkart, may take over Forever 21’s retail chain and if the deal sees the light of the day, Myntra will take over 10 stores of the US brand.

Despite an exclusive tie-up with Forever 21 on its online store, Myntra is also looking at brick-and-mortar options.

Reportedly, DLF, which has a joint venture with Forever 21, wants to end the agreement.

Forever 21 has been unable to achieve business like its rivals Zara.

"Handshakes have happened with Myntra and currently the documentation is happening," one of the people told ET.

As per experts, Myntra is going offline way too and it can be a tricky thing as one needs a lot of expertise to run a store.