Amante to strengthen its po­si­tion through EBOs

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 - - Talk Brand -

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

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

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