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.”