Business of Fashion - - Business & Innovation -

Aditya Birla Fash­ion and Re­tail Ltd marked a new mile­stone in the branded ap­parel sec­tor as its Van Heusen In­ner­wear and Ath­leisure busi­ness an­nounced its foray into the `16,000+ crore women’s in­ner­wear and ath­leisure mar­ket. The brand launched its lin­gerie and ath­leisure range to­day.

Af­ter a suc­cess­ful foray into pre­mium men’s in­ner­wear cat­e­gory in 2016, the com­pany has an­nounced a pan-In­dia growth plan for this seg­ment by in­tro­duc­ing in­ner­wear and ath­leisure range for women in 3 to 4 key mar­kets and few head­quar­ter ci­ties through lo­calised dis­tri­bu­tion model and 10 ex­clu­sive men and women in­ner­wear stores.

Com­ment­ing on the launch, Puneet Ku­mar Ma­lik, CEO, In­ner­wear Busi­ness, Aditya Birla Fash­ion and Re­tail Ltd. said, “Since its in­cep­tion in 2016, Van Heusen In­ner­wear has es­tab­lished a strong pres­ence across the coun­try through its pre­mium and in­no­va­tive range of In­ner­wear & Ath­leisure. Our prod­uct of­fer­ings have re­ceived phe­nom­e­nal re­sponse from con­sumers across the coun­try. This has pro­pelled us to tap into the rapidly grow­ing women’s wear seg­ment that is wit­ness­ing ~15 to 17 per­cent YoY growth. East is an im­por­tant mar­ket for us and with the launch of Van Heusen’s Women In­ner­wear and Ath­leisure range in Kolkata, we in­tend to de­liver best-in class prod­ucts that are high on in­no­va­tion and style.”

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