ABFRL launches Van Heusen’s athleisure, innerwear range for women in Mumbai

By

Maverick Martins

Published
Feb 28, 2019

Aditya Birla Fashion and Retail Limited has strengthened its women’s athleisure and innerwear segment with its brand Van Heusen. The company launched its first collection in this segment with a fashion show marking its entry in the city of Mumbai.
 

The fashion show showcased Van Heusen’s wide range of lingerie, athleisure and lounge collection. Van Heusen had ventured into the Rs 16,000 crore ($2.25 billion) plus women’s innerwear and athleisure market in India last year with its launch in Kolkata.
 
Commenting on the launch, Puneet Kumar Malik, CEO innerwear business ABFRL in a statement said: “Van Heusen innerwear has established a strong presence across the country through its premium and innovative range of innerwear and athleisure. This has propelled us to tap into the rapidly growing women’s wear segment that is witnessing 15 percent YoY growth.

“West is an important market for us and with the launch of Van Heusen women’s innerwear and athleisure range in Mumbai, we intend to deliver best-in-class products that are high on innovation and style,” he added.
 
Van Heusen will expand the women’s innerwear and athleisure range to more 5 to 7 key markets this fiscal. It has planned around 35-40 exclusive business outlets (EBOs) for its innerwear this year and expects to have 500 EBOs in the next three to four years.