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.
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)