Lingerie brand Amante set to replicate India success story

Riding on the success of ‘Amante’, a lingerie brand which was launched in India by the Sri Lankan based MAS Holdings; it is now all set to replicate the story in Sri Lanka within the next two years. MAS Holdings is South Asia’s largest intimate apparel manufacturer, with an annual turnover of US $700 million and manufactures lingerie’s for well-known international brands like Victoria’s Secret and Marks & Spencer.

Amante is currently sold in 250 multi-brand stores across all major cities in India such as Mumbai, Delhi, Calcutta, Bangalore and Chennai. It derives 40 percent of its business from the North, 30 percent from West, 20 percent South and 10 percent from the East. Amante was launched in India, drawing from experiences of over 20 years in designing and producing for the best known lingerie lines in the world. It is looking to replicate this success in other countries like Malaysia and Singapore too.

Speaking exclusively to Fibre2fashion, Mr Ajay Amalean, Managing Director of MAS Corporate Solutions and Retail, India, said, “We have achieved a sales growth of 150 percent in 2009, when compared with 2008 and have projected growth of 75 percent in 2010, which is well above the industry average for the premium segment, which compromises of three major players with an approximate growth rate of 30-40 percent”.

When asked to divulge details on the modifications made in the products to satisfy the diversified Indian customer, he explained by saying, “We have made certain modifications to our products keeping in mind the sensibility of the Indian woman, like classic pieces that are must-haves to complete any wardrobe and finely crafted lingerie that offers style, support & comfort in equal measure.

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