INDIA: Amante lingerie brand launched in Chennai and Bangalore

BANGALORE: Intimate apparel manufacturer MAS Holdings has unveiled its own lingerie brand “Amante” which will be initially available in India only. The $700-million Sri Lanka based MAS Holdings, which supplies products to Victoria’s Secret, Marks & Spencer and GAP, has launched its value premium lingerie brand for the first time.

The company has launched the brand in Chennai and Bangalore. MAS Holdings plans to roll out Amante nationally mid-next year. Amante will be available at department stores and regional multi-brand outlets.

The company also plans to launch exclusive Amante outlets through the franchisee route. Priced between Rs 295 and Rs 995, Amante will cater to the mid to upper segment lingerie market. The ingerie market in India is about Rs 320 crore.

Amante will be later made available in Sri Lanka, Pakistan and Middle East. India was chosen as the launch pad for Amante as proximity to India will enable on-time replenishment and also the scope for growth is higher in India with fewer organised players in the lingerie market.

None of the existing brands have the manufacturing scale and complete supply chain integration in India. MAS Holdings also operates two manufacturing units “Intimate Fashion” and “Linear Fashion” in Chennai and Intimate Clothing in Bangalore.

The Amante line will be manufactured at Chennai. MAS also plans to set up a textile SEZ in Nellore (Andhra Pradesh). The SEZ will house a new manufacturing unit, integrated supply chain and design studio.

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Added: October 28, 2007 Source: Agencies
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