Fashion e-retailer Myntra has opened its first offline retail store in Bengaluru, India, in association with franchise partner Roadster.

Roadster is both Myntra’s top selling brand and the second brand that has partnered with the e-retailer in the offline launch.

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Myntra recently secured the master franchisee rights for managing Spain-based Mango brand.

Myntra CEO Ananth Narayana was quoted by the Financial Express as saying: “We will wait and watch over the for next six to 12 months before we plan the next offline step.”

The newly launched store includes various features to engage customers.

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“We will wait and watch over the for next six to 12 months before we plan the next offline step.”

The store has a video wall with a touch interface, which shoppers can use to find out details of Roadster products. The wall will also update customers with key international trends in the fashion world.

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This store also features several touchscreen displays, which deliver data on key looks and the Roadster catalogue.

The shoppers can also add the ‘Scan & Go’ purchase mechanism that will enable them to add their favourites to their shopping cart on the Myntra App, eliminating the need of shopping bags, checkout counters or billing queues.

Myntra officials expect that this store, which features virtual technology, will provide a complete brand experience to shoppers.

Myntra head for fashion brands Manohar Kamath said that there is price parity between online and offline segments.