Online fashion and lifestyle e-tailer, Myntra has launched its first offline retail store in Bangalore to promote the sales its top selling private label, Roadster.

The purpose of this store is to create a Roadster brand experience,” said Ananth Narayanan, CEO of Myntra. “Of course it will do sales, but more importantly it represents the brand and it gives us the chance to experiment with omnichannel technology which we will apply in many other areas.”

According to Myntra, Roadster which was launched in 2012, currently contributes 8 per cent of the overall revenue of Myntra. The private label currently lists 7500 products, and aims to achieve a run rate of Rs 1000 crore by FY2019.

The 4,000 sq ft store, is being promoted more as an experience centre with video and VR elements.