Flipkart-owned Myntra has acquired majority stake in HRX, the active lifestyle brand co-owned by Bollywood actor Hrithik Roshan, and Exceed Entertainment.
HRX’s range includes sports and training apparel, casual apparel, footwear and accessories for both men and women.
This move is in a bid to further strengthen Myntra’s successful private brands business.
HRX, one of the first homegrown Indian active lifestyle brand incepted in 2012, was exclusively licensed to Myntra in 2013, and has been one of the top selling brands on Myntra since then.
HRX is on track to double its revenues to Rs 200 crore in the current financial year and is gearing up to go offline in the next financial year.
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.