JOIN USMaxwell Vice Chairman & Managing Director Sunil Pathare said Maxwell was entering premium men’s innerwear segment with Eminence — top French innerwear brand. With an array of 23 products, involving vests, briefs, boxers, trunks and so on, Eminence is geared to turn into premium lifestyle product.
The company has enterd into an agreement with Eminence to make and market the products under the same brand name in India. It has taken licence for distribution in Nepal, India, Sri Lanka and Bangladesh.
On year-on-year basis, the premium innerwear segment is growing at 30 to 35 per cent, he said. This is the first time that Maxwell is introducing a product belonging to the premium men’s innerwear segment into the Indian market.
Eminence, which is positioned as “luxury from the inside”, is priced between Rs 70 and Rs 400. The company plans setting up 50 exclusive Eminence stores across top ten Indian cities, spread over four years. Acknowledging that the innerwear industry was growing, he said that its total market was growing at Rs 10,000 crore annually in both branded and unbranded categories.