Enamor's core lingerie business grows to 25% of total business, online sales rise

By

Isabelle Crossley

Published
Jun 14, 2021

Womenswear brand Enamor said its core lingerie business has grown to make up 25% of its total business as lockdown consumers staying home favour inner wear. The brand has also seen its online sales rise.

 
Enamor’s lingerie business increased from 5% of its total sales in May 2020 to 25% in May, 2021, the business told TNN. This increase was led by online sales as customers under lockdown shopped from home.  
 
“Ours is a premium brand. Hence, we get most of the business from tier 1 cities,” Enamor’s CEO Shekhar Tewari to,d TNN.

“However, demand is now driven by most people adopting work from home (which includes those who returned back to their homes in tier-2 and 3 cities) which has contributed to the rise in home wear and lingerie sales. However, the fashion wear and occasion wear categories are dull, since people no longer take vacations and have celebrations.”
 
Enamor’s overall online business’ share of its total business also grew by between four and five times year-on-year as of May, 2021. The brand retails online from its dedicated e-commerce store.
 
The brand also recently launched its spring/summer 2021 collection for ‘Enamor Essentials’, a line of loungewear featuring printed tops and loose trousers, it announced on Facebook. The collection mixes mandala prints with stripes and other subtle details for clothing that bridges the gap between athleisure and pyjamas.