Maxwell launches Eminence attire

Maxwell Industries Limited, manufacturer of innerware attire, on Friday launched Eminence, a French premium innerware brand, here. Maxwell has entered into an alliance with Eminence SA of France last month.

Maxwell vice chairman and managing director Sunil Pathare said Eminence featured 23 products for men involving vests, briefs, boxers, trunks and tees.The products, launched in south India, will be available across India in six months.

He said Eminence was expected to contribute Rs 15 crore to Maxwell’s revenues this year and over Rs 50 crore annually in the next five years. Maxwell posted a turnover and net profit of Rs 205 crore and Rs 10 crore respectively in 2009-10.

 

Maxwell’s alliance with Eminence was basically a royalty agreement for manufacturing and marketing of the Eminence products in India, Sri Lanka, Bhutan and Nepal. This could be extended to West Asia and South Africa in future.

“We are also planning to bring in the premium range of women’s innerwear of Eminence by next year,” Pathare said, adding five exclusive Eminence stores would be opened in the country in 2011.