Published
Nov 14, 2022
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Modenik Lifestyle to expand premium casual wear segment with Dixcy

Published
Nov 14, 2022

Inner wear and clothing business Modenik Lifestyle plans to expand its men’s inner wear brand Dixcy into the men’s premium casual wear segment. The business will also explore the idea of opening exclusive brand outlets for the fast growing label.

Men's inner wear by Dixcy Scott - Dixcy Scott- Facebook


“Dixcy is three times the size of Enamor,” Modenik Lifestyle’s chief category and operations officer Shekhar Tewari told ET Retail. “Our endeavour now is to maintain leadership in existing markets and grow in markets of new opportunities… At a percentage level Enamour’s numbers will look higher but at an absolute level, Dixcy is larger.”
 
Dixcy is currently distributed across around one lakh multi-brand stores across India. The business plans to explore the idea of multi-brand outlets for Dixcy in the near future, according to Tewari. 

Modenik was created by merging Dixcy Textiles and Gokaldas Intimatewear, the parent company of Enamor. The business is also focusing on expanding Enamor’s product rage. For its women’s segment, Enamor is moving away from just focusing on bras and is also turning its focus to underwear, shape-wear, and athleisure, all swift growing segments of the women’s inner wear market. 
 
To capitalise on Enamor’s current double digit year-on-year growth, the business will continue to open between seven and 10 Enamor stores each quarter. The business plans to double its total exclusive brand outlet total in the next year to year and a half from 52 at present. 

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