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Van Heusen Innerwear & Athleisure embark on a National expansion plan


Van Heusen a division of Aditya Birla Fashion and Retail Ltd. has launched its Innerwear & Athleisure in New Delhi, at Taj Palace Hotel on 25th July, 2017 and announced a pan India growth plan in this emerging segment. Since its foray last year, Van Heusen Innerwear & Athleisure has created a strong presence across 1700 plus outlets across 80 plus towns in South India, with its premium and innovative collection.

As a part of its expansion plans, Van Heusen’s Innerwear and Athleisure business is poised for a strong growth, with National presence across 7000 plus MBOs and 30 plus exclusive business outlets by 2017-18. Moreover, the range will be available across 250 Van Heusen exclusive stores, 300 Planet Fashion stores and leading departmental outlets across India.

Speaking with Mr. Ashish Jagoo, Business Head, Innerwear Business, Aditya Birla Fashion, and Retail said, “As part of Aditya Birla Fashion and Retail one of the big strategic initiative we have taken i.e. innerwear business, and we speak today. We had already launched in South India, which started in September of 2016 and we have covered most of the South. We are present in80 plus odd cities. We have done extremely well and the response is extremely positive. Hence we have decided to take it to the national foot print, so here today (25th July 2017) we are launching in Delhi NCR. This is our first North launch and post which will go to the rest of the North and West India parallelly.

“Van Heusen’s Innerwear and Athleisure business follow a localized 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 are delighted that our consumers have hugely appreciated this range, which is crafted on the ethos of fashion, innovation, and performance. We will continue to create stylish, trendy and new-age products for our consumers, as we expand into new markets across India, thereby offering complete fashion solution to the Indian Men”, said Mr. Puneet Kumar Malik, COO, Innerwear Business, Aditya Birla Fashion and Retail Ltd. on the expansion plans.

With its foray into Delhi and NCR, Van Heusen introduces the all new range of Innerwear and Althleisure, offering sophisticated styling with new and innovative product features for the best in class comfort and fit. Van Heusen’s Innerwear range comprises four collections including Classic, Platinum, Signature and Active. Each collection has been designed to offer a differentiated range to the various consumer segments.

Classic – The classy wardrobe essential offering performance features like all day fresh and colour fresh.

Platinum – The range offering sophisticated styling and elevated comfort with Pima cotton.

SignatureFashion innerwear with Flexi stretch feature for body defining fit.

Active – True sports innerwear with Swift Dry feature.

Athleisure – The multi-purpose wear created for the Gym, the Brunch, the Street. Crafted with elevated fashion and new age fabric, it also comes with Smart-Tech feature that offers benefits like quick dry, stain release and anti-stat, making this a true cross over between fitness and fashion.

Also introducing the Metropolis Athleisure collection that elevates the customer with garments that have Quick Dry, Easy Stretch & Media Pockets while on the move. 

Van Heusen is India’s No. 1 premium lifestyle brand for Men and Women. With a rich heritage of 128 years in the US, the brand entered India in 1990. Over a period of its 25 years of history in India, Van Heusen has emerged as a fashion authority for the ever evolving Indian professionals becoming the go-to source for the latest in fashion trends as well as for expert advice on what to wear, when to wear it and how to wear it. Today, Van Heusen is not only the most preferred work wear brand, but also effortlessly straddles the entire spectrum of occasions like casuals, ceremonial and party wear. The brand embodies the positioning, ‘POWER DRESSING’.

Pics By: Harsh Verma



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