Myntra partners with Benetton Group to launch Sisley in India
Myntra’s wholesale arm, MJIPL, will distribute Benetton Group’s premium label Sisley in India through franchisees, exclusive brand outlets and shop-in-shop formats in key cities.
What happened
Myntra’s wholesale arm MJIPL partnered with Benetton Group to distribute premium label Sisley in India, building an omnichannel presence through licensed
Key facts
- Sisley traces its roots to a 1968 denim collection
- Sisley joined Benetton Group in 1974
- More than 400 points of sale across over 40 countries
Why this matters
For international apparel brands, Myntra’s wholesale and physical-retail infrastructure offers a lower-complexity route to scale in India without building a standalone market-entry operation.
What to watch
- Number, location and format mix of Sisley stores announced in the first 12 months.
- Whether Sisley launches as a dedicated Myntra storefront and the extent of online exclusivity.
- Evidence of full-price selling versus discount-led promotions during major Myntra sale events.
- Initial category emphasis: womenswear, menswear, accessories, denim or occasionwear.
- Further Benetton Group mandates to MJIPL, including expansion beyond Sisley.
- Announcements of comparable global brands using Myntra/MJIPL for franchise, wholesale or physical retail entry.
- Store productivity signals, mall expansion pace and franchisee recruitment activity in Mumbai, Delhi NCR, Bengaluru, Hyderabad, Pune and Chennai.
- Launch Sisley assortments on Myntra before or alongside the first physical openings, using online demand to prioritize cities and categories.
- Open shop-in-shops in premium department stores or high-traffic malls before committing to a larger exclusive-brand-outlet network.
- Use Myntra Insider, influencer campaigns and app-led clienteling to acquire younger aspirational-premium shoppers.
- Expand MJIPL's franchise and wholesale playbook to additional Benetton Group brands or other international apparel partners if early sell-through meets targets.
- Localize assortments and price architecture around Indian climate, occasionwear demand and premium-accessible spending thresholds.