Global casual fashion brand Esprit has granted Indian firm Myntra its master distribution and management rights in India. Myntra plans to curate and facilitate 15 Esprit stores in the country over the next five years and list the brand exclusively on Myntra and Jabong platforms. This will enable Myntra to establish and strengthen Esprit’s presence in India.

The association of the two companies started in November 2016, when the first Espirit collection was launched online on Myntra. Hong Kong-headquartered Esprit, founded in 1968 in San Francisco, has performed extremely well on Myntra’s platform, according to a press release from the latter.

“We are very excited to partner with Esprit to help them establish and strengthen their presence in India. The brand has been growing consistently on our platform and I am confident that our understanding of the fashion landscape, technology prowess and reach will enable us to build a robust omnichannel strategy for Esprit in the country,” said Ananth Narayanan, CEO, Myntra and Jabong.

“This partnership with Myntra shows our commitment to re-enter the Indian market in an innovative and ambitious manner. It is also a vital step to expand our business in high potential countries as planned,” said Espirit Group CEO Jose Manuel Martínez.