Advent International buys women's innerwear brand Enamor

This is Advent's eighth investment in India and fourth in the consumer goods sector since 2015.
Innerwear

Advent International, the global private equity (PE) firm, has acquired women’s innerwear brand Enamor from India Alternatives, Faering Capital and its promoters for about Rs 320 crore.

This is Advent’s eighth investment in India and fourth in the consumer goods sector since 2015.

Shekhar Tewari, Chief Executive Officer of Enamor, said, “Women’s lingerie in India is a high-growth market, with only a few strong brands in operation. As lingerie sales increase alongside disposable income, Enamor, one of the market’s leading players, is strongly positioned to benefit from these trends. We look forward to working with a global investor such as Advent, who will bring significant expertise and resources to help grow our business faster.”

Vinod Padikkal, Director at Advent India PE Advisors Pvt Ltd, stated, “Enamor is a market leader in a dynamic segment with significant growth potential and a strong management team who will continue to lead the business. We are excited to work with the team to help take the brand to the next level.”

Enamor began in collaboration with French lingerie brand Barbara in 2001. It has grown to 20 exclusive brand outlets and more than 4,500 points of sale across India, mainly in larger cities. The brand also sells its products online.

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