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Fashion retail brand Van Heusen expands into women’s innerwear market

Van Heusen, operated by India-based Aditya Birla Fashion and Retail Ltd. (ABFRL), launched a new innerwear range for women earlier this week on September 18, 2018 in Kolkata.

Notably, Van Heusen had introduced its maiden innerwear and athleisure assortment two years back in 2016 but it was only for men. Now, the collection is the brand’s effort to cater to the wider women’s market in India.

Puneet Kumar Malik, CEO of Innerwear Business at ABFRL 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. This has propelled us to tap into the rapidly growing women’s wear segment that is witnessing 15% year-on-year growth.”

The women’s innerwear collection by the brand comprises Cotton Sensation, Luxe and Glam. The same will be up for grabs across 3,000 multi-brand outlets by the end of this fiscal.

To expand its reach and increase sales of its products, Van Heusen is expected to launch around 40 Exclusive Business Outlets (EBOs) for its innerwear range this year and have 500 EBOs in the next four years.

As per media reports, the brand will soon launch a lingerie line also, however, more details on this are still awaited.

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