India’s Aditya Birla Group to expand footprint in innerwear business


Indian fashion company Aditya Birla Fashion and Retail’s Van Heusen Innerwear & Athleisure plan to have more than 30 exclusive outlets by the end of this financial year, as part of a nationwide growth plan.

The company also intends to expand its innerwear and athleisure business footprint across the country to more than 7,000 multi-brand outlets (MBO) during the same period.

After the company made its debut in this segment last year, it has established its presence in more than 1,700 outlets across over 80 towns in southern India.

“We will continue to create stylish, trendy and new-age products for our consumers, as we expand into new markets across India, thereby offering a complete fashion solution to Indian men.”

The innerwear collection will also be made available in 250 Van Heusen exclusive stores, 300 Planet Fashion stores and departmental outlets across the country.

Aditya Birla Fashion and Retail innerwear business COO Puneet Kumar Malik said: “Van Heusen's Innerwear and Athleisure business follows a localised distribution model, which has been well received by our business partners across South India and has created a strong value proposition for the brand.

“We will continue to create stylish, trendy and new-age products for our consumers, as we expand into new markets across India, thereby offering a complete fashion solution to Indian men.”

Van Heusen’s Innerwear offering includes four collections, while Aditya Birla Fashion and Retail operates more than 2,000 exclusive ABFRL brand outlets, which are part of a network comprising more than 7,000 points stores across 375 locations.