Myntra buys omnichannel platform Pretr
Myntra buys omnichannel platform Pretr

Flipkart’s fashion portal Myntra has acquired Mumbai based end-to-end omnichannel platform, Pretr for retail, the company said in a statement.

With this deal, Myntra has prepared itself to forge omnichannel partnerships with brands on its platform and provide a comprehensive solution to retailers to enhance their own omnichannel journey.

Pretr was founded in 2016 by Bhavik Jhaveri and Ankur Joshi and its omnichannel suite, deployed at leading retailers in India and the Middle East, provides retailers with solutions for endless aisle, order management, clienteling, store analytics, and more, Myntra said in a statement.

With Pretr, a brand’s customers on Myntra will have a unified view of the brand’s inventory online and offline and will be able to avail value added services such as same-day delivery, click and collect, and return or exchange at the brand’s stores. Brands, in turn, will be able to increase their sales, improve inventory utilization and offer richer customer experience across all nodes, the statement said.

“Omnichannel - one view of inventory and one view of customer irrespective of the channel, will bring the best of the offline and online world to customers - the touch and feel the experience of offline and the convenience of online. We at Myntra are very bullish about the opportunity to transform the industry by creating a seamless technology and operations backbone agnostic of the channel. Through the partnership with Pretr, we are looking to be leaders in this by partnering with 50 strategic brands in the next 1 year across all their stores and enabling all the Myntra private brand offline stores to deliver the most unique and differentiated experience in the industry to customers," said Ananya Tripathi, Head Category Business and Chief Strategy Officer at Myntra.

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