Van Heusen strengthens innerwear, athleisure segment

Van Heusen, part of Aditya Birla Fashion and Retail Ltd has strengthened its innerwear segment by venturing into the Rs 16,000 crore-plus women’s innerwear and athleisure market in India. The brand launched its lingerie and athleisure range in Kolkata on Tuesday.
Van Heusen strengthens innerwear, athleisure segment - Van Heusen - Facebook

Van Heusen had launched its innerwear and athleisure business in 2016 and the new segment has already experienced considerable growth over the last two years.
To cater to the growing brand conscious women in India, Van Heusen will take its newly launched innerwear and athleisure range for women in three to four key markets through localized distribution model and exclusive innerwear stores.

 Van Heusen has planned around 35-40 exclusive business outlets (EBOs) for its innerwear before the end of 2018 and expects to have 500 EBOs in the next three to four years.

Commenting on the launch, Puneet Kumar Malik, CEO of Innerwear Business at Aditya Birla Fashion and Retail Ltd 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. This has propelled us to tap into the rapidly growing women’s wear segment that is witnessing 15% year-on-year growth.
 “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."
Van Heusen women’s innerwear comprises three collections including Cotton Sensation, Luxe, and Glam. It will be on sale across 2,000-3,000 multi brand outlets by the end of this fiscal year.

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