Online fashion portal Myntra has roped in Manohar Kamath, a senior executive from retail chain Shoppers Stop, to lead its fashion brands category as the online retailer looks to build a combined omni-channel strategy that includes both online and offline services.

“With over two-and-half decades in retail working with diverse brands, he is the perfect fit at a time when these brands will undergo a dimensional change by being the lead engines of our omni-channel strategy,” Ananth Narayanan, CEO of Myntra said.

Kamath will replace Abhishek Verma who had joined Myntra in April 2014 after an eight-year stint at consulting firm McKinsey. “A lot of the success of these brands is owed to the leadership of Abhishek who spearheaded the Myntra Fashion Brands business,” Narayanan added.

The move comes at a time when Myntra has consolidated its leadership in the online fashion retail space, with 70 million US Dollar-acquisition of main rival Jabong. Along with parent company Flipkart and Jabong, Myntra controls 70 per cent of the online fashion retail market in India and will be looking at using Kamath’s experience and capabilities to strengthen and expand its offerings in the coming months.

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