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Van Heusen, India's fashion forward power dressing brand from Aditya Birla Fashion and Retail Limited forayed into the Rs. 7000 crore men's Innerwear and Athleisure market in September 2016.
Since then, the new business segment has grown manifold and is currently available across 1000+ multi brand outlets and leading departmental stores across South India, with an exclusive outlet in Chennai.
Since its foray into the new segment last year, Van Heusen has built a strong affinity with its consumers in Bangalore, Hyderabad, Chennai, Mangalore, Vijaywada and now offers the all new Van Heusen Innerwear and Athleisure range to the consumers in Kerala.
Crafted on the principles of Fashion, Innovation and Performance, Van Heusen Innerwear and Athleisure offers sophisticated styling with new and innovative product features for the best in class comfort and fit.
"Van Heusen's Innerwear and Athleisure products have received phenomenal response from the consumers and this further reinforces our belief in the potential of this emerging and fast growing segment. The innerwear sales in India is growing at 13-14 percent a year and the premium segment of the market is growing even faster, wherein the market has lot of potential for growth in coming years.
South India is a key market for us and with the launch of this collection in Kerala, we want to offer stylish, trendy and new-age product to our consumers, thereby offering complete fashion solution to the Indian Men," said COO Innerwear Business - Aditya Birla Fashion and Retail Ltd., Puneet Kumar Malik.
Van Heusen's 'Innerwear' range comprises of four collections 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 color fresh
-Platinum: The range offering sophisticated styling and elevated comfort with Pima cotton
-Signature: Fashion innerwear with Flexi stretch feature for body defining fit
-Active: True sports innerwear with swift dry feature
-Athleisure: 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.
(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)