Vivek Kalra, Amante (MAS Hold­ings Pvt. Ltd.)

Tar­get­ing top 8-10 con­sump­tion clus­ters to be part of its ex­pan­sion story in In­dia, lead­ing lin­gerie brand Amante is work­ing to­wards strength­en­ing its brand’s po­si­tion­ing by open­ing more EBOs.

VM&RD - - Con­tents - Satarupa Chakraborty

As shop­ping for lin­gerie among In­dian women has changed from se­cret shop­ping trips to neigh­bour­hood in­ner­wear stores to ex­pe­ri­en­tial pur­chase, lin­gerie re­tail has seen much of a shift. To­day, in­ti­mate wear stores share space com­fort­ably along with high street brands. While some of the lead­ing lin­gerie brands of the world are mak­ing their de­but in In­dia, we have seen some In­dian brands to move from only-on­line to off­line chan­nels and a few have taken it a notch higher by creat­ing brand sto­ries through EBOs. VM&RD speaks to Vivek Kalra, CEO, Amante (MAS Hold­ings Pvt Ltd), who shares the brand’s per­spec­tive of brick-and-mor­tar re­tail and ex­pan­sion plans. Ex­cerpts.

When the key mer­chan­dise is all about per­fect fit, what kind of ex­pe­ri­en­tial re­tail does Amante brings on plate?

You have to un­der­stand as much as brick-and-mor­tar re­tail works for lin­gerie as a cat­e­gory, it’s been a hush-hush af­fair un­til re­cently. Though we were present through 1200 MBOs and 200+ de­part­men­tal stores, we are happy that we have suc­cess­fully been part of the makeshift. De­cid­ing to go deep in ex­pe­ri­en­tial de­sign, we

made sure that all our EBOs wore com­plete in­ter­na­tional look in terms of de­sign and ex­pe­ri­ences. Start­ing from our first EBO in Sri Lanka in 2013, we have 7 EBOs to­day in In­dia. Go­ing for­ward, we plan to open 15-20 stores by end of this year while we want to take our store count to 100 over next 5 years.

Non met­ros are re­cently wit­ness­ing a boom in brick-and-mor­tar re­tail. How is Amante tak­ing part in it?

Yes, it’s true but high-end or ex­pe­ri­en­tial re­tail shop­ping has just ar­rived in In­dia. Hence, when it comes to re­tail ex­pan­sion through EBOs, top 8-10 con­sump­tion clus­ters are in our mind. We would like to start from ex­pand­ing in cities like Mum­bai, Kolkata, Chandi­garh, Pune and Hy­der­abad with 2-5 stores in each city. How­ever, we are also look­ing at cities like Luc­know, Jaipur, Coim­bat­ore, In­dore etc.

Do you think that only malls work as ef­fec­tive hosts for lin­gerie stores?

Yes, pri­mar­ily we are look­ing at only malls that have pre­mium foot­fall. How­ever, go­ing by foot­fall again, some cities have pop­u­lar mar­ket ar­eas that will jus­tify our pres­ence.

As a group, what is the lat­est de­vel­op­ment at MAS Hold­ings in terms of prod­uct line de­vel­op­ment?

We are a 1.8 bil­lion, 30 years old in­ti­mate wear brand based in Sri Lanka. We have made var­i­ous brands fa­mous in dif­fer­ent coun­tries. As we are known for Amante in In­dia, we have Ul­timo in the UK and Phins in the US. As we go along, we plan to bring th­ese port­fo­lio brands to In­dia

Vivek Kalra, CEO, Amante (MAS Hold­ings Pvt Ltd)

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.