JOIN USAditya Birla Fashion and Retail has marked its debut into the Rs 7,000-crore men’s innerwear and athleisure segment.
It has launched the new range in Bengaluru, Chennai and Hyderabad under its popular brand Van Heusen. With a localised distribution model, the company aims to expand in the segment by introducing a differentiated product range comprising of four collections — Classic, Platinum, Signature and Active.
Ashish Dikshit, Business Head — Madura F&L, Aditya Birla Fashion and Retail, said, “Aditya Birla Fashion and Retail’s expansion into the two new categories is a strategic progression of the brand. The new segment is based on the ethos of fashion, innovation and performance as we want to offer stylish, trendy and new-age product to our consumers. We see big business opportunity in the growing innerwear and athleisure segment.”