Myntra acquires Deepika Padukone’s ‘All About You’ fashion brand

Myntra Fashions has reportedly acquired a 100 percent stake in Deepika Padukone’s ‘All About You’ for an unspecified amount, in what is one among a spate of recent celebrity brand deals.

Established in 2015 with Padukone and Myntra holding 50 percent stake each, All About You has since become a leading women’s wear brand on the platform.

“Over the years, we have successfully managed to create a brand that resonates with the modern Indian woman and as part of the next phase of growth, Myntra has now acquired full stake in the brand," Myntra Head Manohar Kamath told the Business Standard.

The acquisition comes as Myntra looks to expand to international markets – recently foraying into the Middle East. The company plans to popularise the brand by making it accessible to “unexplored markets in India,” the report said.

Padukone called the partnership “creatively satisfying” adding: “I wish the brand and the team much success.”

The collaboration with Padukone was one of many celebrity brand partnerships by the company, which also co-owns Hrithik Roshan’s HRX and Saif Ali Khan’s House of Pataudi. Both are jointly owned by Myntra, Exceed Entertainment and the respective celebrities.