Candyskin steps into athleisure, plans retail expansion

By

Isabelle Crossley

Published
Aug 16, 2017

Lingerie brand Candyskin is to expand into athleisure and sportswear and launch men’s and children’s lines as it plans a stronger retail presence in brick and mortar stores across the country.

Candyskin is an e-commerce-based lingerie brand founded in Mumbai that launched in January. The brand uses mostly female designers and currently sells women’s lingerie exclusively.

Some of the new products that will be launched for spring/ summer 2018 include dry-fit bras and a back fat-flattening bra. Along with an expansion in product diversity, the brand is also branching out from just lingerie into casual clothing. Richa V Kalra, Candyskin’s co-founder, recently stated that: “We do plan to do a lot of stuff over the next two years. We aim to cover Athleisure wear, sportswear and swimwear in near future.”

According to Kalra, one of Candyskin’s main selling points is that “we cater around 17 sizes in all our styles. Also, we offer more than six coordinate options for every bra.” In this way, the brand fills a hole in the market for medium-priced underwear that has fit as a priority and this is driving the business’s success.

Kalra also said that the brand will not only expand its product categories but also its retail presence: “We have already tapped Mumbai, Delhi, Kolkata, Hyderabad and Ahemdabad, some of the main Tier 1 cities for now. We will be in all the metropolitan important cities in another two months.”

The brand is currently present in 30 brick and mortar stores across the country and the plan is to add to that by the end of the season and to be in a total of 150 stores by 2018 in both Tier 1 and 2 cities.