Published
Sep 5, 2018
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Lingerie brand Enamor plans to bring store count to 27 this year

Published
Sep 5, 2018

Enamor plans to take its exclusive brand outlet (EBO) store total to 27 from the current total of 14 by the end of the year and also aims for 30 percent growth this fiscal year.

Enamor plans to bring its store count to 27 this year - Enamor- Facebook


The lingerie brand Enamor aims to add another 13 EBOs this year and has three franchise stores in the works with more planned. The brand currently has 4,500 points of sale across India mostly through multi-brand retailers and also has 14 EBOs.

The brand will concentrate on the Delhi, Bengaluru, and Mumbai areas for store openings. The new stores will be around 500 to 700 square feet, with an investment of between Rs 20 and 25 lakh ($27,822 to $34,777) for each. The brand is currently mostly present in malls but is looking to find high-street locations in areas such as Delhi as well.

Enamor hopes to tap into the swiftly growing women’s lingerie market in India. The brand’s COO, Preeti Gupta told Indiaretailing: “It is probably likely that in the next five years, we will see the change to be significantly higher as women get more and more aware of outerwear for example dresses were not present five years back and similarly if you see five years ahead, people will be wearing a lot more experimental clothes and are going to be lot more conscious about their innerwear.” The brand will continue to expand its product selection to cater to this.

Enamor, which was launched in 2003, also retails from its own e-commerce store. The brand’s lingerie is priced at around Rs 1,000 to Rs 1,500 and also includes sleepwear.

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