Women's innerwear launched, Van Heusen is plannning 500 exclusive stores

Following the launch of women’s innerwear and athleisurewear range in the the mid-premium segment, Van Heusen, a brand owned by Aditya Birla Fashion and Lifestyle, is focusing on coming up with exclusive brand outlets for men’s and women’s innerwear range.

The company, which is looking at a franchisee model, currently has 15 such stores across Chennai, Bengaluru, Mysore, Vijaywada, Dehradun and others, of which five are company-owned.

“We plan to take up this exclusive outlet count to 35-40 by this year and in the next 3-4 years, to 400-500. This expansion will be primarily led by a franchise model,” Puneet Malik, the company’s brand head of innerwear told Business Standard.

Such exclusive stores, which currently have a collection of men’s innerwear, loungewear and athletic wear range, are likely to come up soon in Delhi, Kolkata and other cities.