Aditya Birla Fashion and Retail Ltd. has announced the national rollout of its innerwear and athleisure (casual clothing both for exercise and daily wear) business under Van Heusen brand name with an objective to emerge as the number two player in this segment in three years.
“After finding success of our innerwear and athleisure business in South India, we are now rolling out the range nationally,” said Puneet Kumar Malik, COO, Innerwear Business, Aditya Birla Fashion and Retail Ltd. “Our target is to emerge as the significant number two player after market leader Jockey in 2-3 years.”
FY plans
He said the company, which forayed into this segment in September 2016 by introducing its range in southern states, had made ‘significant inroads’ in that market and had created a ‘strong presence’ across more than 1,700 outlets in 80 towns in South India.
“Now we have introduced our range in North India and soon, we will introduce our products in western India followed by the East. We will complete the pan India rollout in the first half of next year,” he said.
“By the end of this financial year this business will have national presence across more than 7,000 multibrand outlets and over 30 exclusive business outlets.
“The range will also be available across 250 Van Heusen exclusive stores, 300 Planet Fashion stores and leading departmental outlets across India,” Mr. Malik said.
“We follow a localised distribution model which... has been well received by our business partners across South India and has created a strong value proposition for the brand. We will follow this model.” he added.
