Myntra reports 50% new customer growth at flagship sale event

Flipkart’s fashion arm Myntra reported a 50% increase in new customer growth during its ‘End of Reason Sale’ which concluded on June 11. The business registered 55% of new customers as hailing from non-metro locations and 45% as coming from metros. 

“While our core categories such as fashion and beauty continued to see a massive spike in demand, sports footwear, accessories, wearables, and luggage also emerged as the go-to favourites with our shoppers,” said Myntra’s head of revenue and growth Neha Wali, India Retailing reported. 

Myntra saw a particular increase in demand for direct to customer brands such as Bewakoof, The Bear House, Snitch, Rare Rabbit, and The Souled Store. During its recently concluded sale, demand for these kinds of brands was 115% higher compared to its sale in June, 2022. 

Myntra runs two End of Reason Sale events a year to offer double digit discounts across its fashion and lifestyle products to shift seasonal stock, encourage shoppers to join its loyalty programme, and bring in new customers. For its 18th edition this June, the business offered discounts on over 21 lakh products from around 6,000 Indian and international brands, the business announced in a press release.
 
The business saw demand for beauty and personal care goods surge by 100% during the 18th End of Reason Sale compared to the 17th. Travel related goods such as luggage also proved particularly popular with a 500% increase in demand compared to usual business levels.