Aditya Birla Fashion forays into women's innerwear and athleisure category

Aditya Birla Fashion and Retail Ltd ( ABFRL) has made its foray into  women innerwear and athleisure market under its Van Heusen brand as reported with leading media agencies. As per the information available in public domain the company plans to open 400 exclusive stores over the next 3-4 years.

The company has already ventured men’s innerwear and athleisure space under Van Heusan and operates around 15 stores. “These stores will also sell the women innerwear products now. We plan to expand the network to 35-40 by this fiscal end and take it up to 400 stores. Most of these outlets will be setup on the franchisee route,” said Puneet Kumar Malik CEO - Innerwear Business at Aditya Birla Fashion & Retail ltd in an exclusive media interaction with leading agency.

As per the strategy, Aditya Birla will also start selling the women innerwear range online in e-commerce marketplaces from October while it will also set up its own online brand store from November. Van Heusen is the second largest brand in the company’s stable after Louis Philippe.