Amid growing health consciousness and fashion sense among men about buying intimate apparels Van Heusen is deeply concentrating on its offering of men’s lingerie, loungewear and athleisure in line with its strategy of expanding the number of 4 EBOs in South to 30 EBOs across the country by this year end.
Aditya Birla Fashion and Retail's Van Heusen Innerwear and Athleisure business entered the Indian market in September last year. Having tasted the success of its products in the southern market, the brand is in the process of expanding its store footprints across the country. “Currently, we have 4 EBOs in the south and now we are on the cusp of expanding it to 30 outlets through franchising. These EBOs will be spread across metros to tier II towns”, says Ashish Jajoo, VP and Brand Head, Innerwear and Athleisure, Aditya Birla Fashion and Retail.
Preferably looking forward to promising yet experienced franchise partners the brand is willing to engage with them for long-term with protecting the core values of the brand. “With the expansion we are focusing on quality of our franchise partners, will support them with training, hygiene standards and marketing campaign. Hence, to be differentiated in the market we are focusing on quality of the product range which is coupled with fashion, innovation and performance. Thus in the next three years, we are aiming to be the significant yet among the top three players in the Rs 7,500 crore men’s innerwear market,” he adds.
Franchise Facts
Investment: Rs 15 lakh
Area: 600-700 sq. ft.
Preferred Cities: Metros to tier II cities
Break-even: 3 years
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