Desigual is making a high-profile return to the Indian market through a strategic partnership with leading fashion platform Myntra, anchoring the move within its 2025–2028 expansion plan. Backed by renewed international momentum and fresh digital growth, the Barcelona-based brand is betting on India’s young, online fashion consumer to fuel its next chapter.
Why Desigual is betting on India now
After a period of restructuring and brand reset, Desigual has been leaning harder into international markets, especially regions with strong e-commerce penetration and a growing mid to premium fashion customer. India fits that profile perfectly: fashion platforms are scaling quickly, global labels are entering via marketplace first, and consumers are increasingly open to expressive, logo-forward, and print-heavy aesthetics that align closely with Desigual’s DNA.
The deal with Myntra is framed as part of a broader offensive. The brand’s management has laid out a multi-year plan through 2028 that focuses on international consolidation, digital acceleration, and tighter positioning around creativity and design. Returning to India with a digital-first strategy – instead of immediately opening physical stores – allows Desigual to test, learn, and scale with less operational risk while still accessing millions of potential customers.
Launching with accessories before apparel
For its entry phase, Desigual is launching a curated accessories offer on Myntra, featuring bags and key pieces from its spring/summer 2025 and autumn/winter 2025 collections. Accessories are a strategic starting point: they carry the brand’s bold colour, collage prints, and graphic signatures, but are easier for new customers to adopt and style around existing wardrobes.
Phase two will follow in 2026, when Desigual plans to introduce apparel on Myntra, broadening its presence from a focused accessories edit into full ready-to-wear. This staged approach is consistent with how many international brands now enter complex markets: lead with low-risk, high-identity categories, then expand once demand and brand awareness are established.
Myntra’s reach gives Desigual instant scale
Partnering with Myntra gives Desigual access to more than 60 million active users, many of them young, trend-aware, and comfortable shopping global labels online. The platform has deliberately positioned itself as a gateway for international brands seeking an asset-light entry into India, pairing local data, marketing muscle, and logistics with global assortments.
For Desigual, this means instant nationwide visibility without the cost and complexity of building a physical retail network from scratch. The brand can plug into Myntra’s festivals, campaigns, and influencer-driven storytelling, while tailoring pricing, product mix, and drops to local insights provided by its partner. In return, Myntra adds a distinctive Spanish label that reinforces its positioning around unique global brands and broadens its premium and design-led offering.
Part of a wider international growth play
The Myntra alliance is one pillar in a wider global strategy. Desigual has recently invested in key physical locations such as a boutique in Shanghai’s Xintiandi district and a revamped flagship in Lima’s Jockey Plaza, both rolled out under its new store concept with more immersive storytelling and a cleaner, contemporary aesthetic. These moves are designed to sharpen brand perception and create flagships that support its wholesale and digital presence worldwide.
Financially, the brand is coming into the India relaunch with renewed strength. Desigual closed 2024 with revenue of €332 million, with management and analysts highlighting the role of international markets and online channels in the recovery. That performance gives the company more room to invest selectively in partnerships like Myntra while maintaining discipline on costs and store rationalisation in more mature regions.
Desigual’s global footprint today
Four decades after it was founded in 1984 by Thomas Meyer, Desigual has grown into a multichannel business with a broad global footprint. The company operates more than 280 company-owned stores and is present in 107 markets through ten different sales channels, including retail, wholesale, franchise, and digital.
The partnership with Myntra fits neatly into this multi-channel setup, adding another powerful online door in a high-potential country rather than requiring a separate infrastructure build. As the 2025–2028 plan unfolds, India is expected to become one of the key focus markets where Desigual can test new product stories, collaborations, and campaign narratives tailored for a young, expressive, and increasingly globalised consumer base.
