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ABFRL forays into women’s innerwear & athleisure segment

By Satarupa Chakraborty | September 19, 2018

Following their debut into men’s innerwear category 2 years back, ABFRL forays into women’s innerwear and athleisure segment. The company plans to retail the category through localised distribution models and 10 exclusive stores in 3-4 key markets, to begin with.

Aditya Birla Fashion and Retail (ABFRL) marked a new milestone in the branded apparel sector as its Van Heusen Innerwear and Athleisure business announced its foray into the Rs 16,000+ crore Women’s Innerwear & Athleisure market. The brand launched its Lingerie and Athleisure range recently.

After a successful foray into premium men’s innerwear category in 2016, the company has announced a pan-India growth plan for this segment by introducing Innerwear & Athleisure range for women in 3-4 key markets and few headquarter cities through localised distribution model and 10 exclusive men and women innerwear stores.

Commenting on the launch, Puneet Kumar Malik, CEO, Innerwear Business – ABFRL said, “Since its inception in 2016, Van Heusen Innerwear has established a strong presence across the country through its premium and innovative range of Innerwear & Athleisure. Our product offerings have received phenomenal response from consumers across the country. This has propelled us to tap into the rapidly growing women’s wear segment that is witnessing 15% YoY growth. East is an important market for us and with the launch of Van Heusen’s Women Innerwear and Athleisure range in Kolkata, we intend to deliver best-in class products that are high on innovation and style. Our research shows that Indian women are increasingly becoming brand conscious and are looking for innerwear that offers comfort, fit and value. We are confident that our women consumers will appreciate this new offering which is crafted with sleek precision, echoing trendy design and performance”.

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