The move will enable the HRX brand to leverage certain benefits exclusive to Myntra’s in-house brands, leveraging technology to provide better consumer experience, access to data on consumer preferences etc, it said.
“The mission of our brand is to impact, transform and empower a billion people in their journey to be the best version of themselves. The new partnership with Myntra is a stride closer towards fulfilling this mission," Bollywood actor Hrithik Roshan said.
Speaking on the occasion, Myntra Fashion Brands VP and brand director Rajesh Narkar said, “With healthy lifestyles on the rise and customers increasingly looking for fashionable and functional active wear choices, we believe the strategic acquisition of a majority stake in HRX will help in propelling the brand to the forefront of the active lifestyle wear segment."
HRX’s range includes sports and training apparel, casual apparel, footwear and accessories for both men and women.
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