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Fibre2Fashion
Published
Jul 26, 2017
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Van Heusen eyes expansion to tap innerwear, athleisure market

By
Fibre2Fashion
Published
Jul 26, 2017

India's fashion power-house, Aditya Birla Fashion and Retail Ltd's (ABFRL) Van Heusen innerwear and athleisure business has announced a pan India growth plan in this segment. Since its foray last year, Van Heusen innerwear and athleisure has created a strong presence across 1,700 outlets in 80 towns in South India, with its premium and innovative collection.


Vanheusenindia.com



As a part of its expansion plans, Van Heusen's innerwear and athleisure business is poised for a strong growth, with national presence across more than 7,000 MBOs and over 30 exclusive business outlets by 2017-18. Moreover, the range will be available across 250 Van Heusen exclusive stores, 300 Planet Fashion stores and leading departmental outlets across India.

"Van Heusen's innerwear and athleisure business follows a localised distribution model, which has been well received by our business partners across South India and has created a strong value proposition for the brand. We are delighted that our consumers have hugely appreciated this range, which is crafted on the ethos of fashion, innovation and performance. We will continue to create stylish, trendy and new-age products for our consumers, as we expand into new markets across India, thereby offering complete fashion solution to the Indian Men," said Puneet Kumar Malik, COO, innerwear business, ABFRL.

Van Heusen's innerwear range comprises four collections including Classic, Platinum, Signature and Active. Each collection has been designed to offer a differentiated range to the various consumer segments.

Athleisure is a multi-purpose wear crafted with elevated fashion and new age fabric. It also comes with smart-tech feature that offers benefits like quick dry, stain release and anti-stat, making this a true cross over between fitness and fashion.

The company has also introduced the Metropolis Athleisure collection that elevates the customer with garments that have quick dry, easy stretch and media pockets while on the move. 

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