Innerwear brand ‘Daisy Dee’, from the house of Lovable, is all set to give new entrants a run for their money. The flagship brand, Lovable, is getting a makeover in terms of its positioning. The company has tied up with Lovable Italy to make it appeal to the upper strata of the society. Daisy Dee, on the other hand, will continue to cater to the middle classes like earlier albeit more aggressively.

Lovable Italia will be priced at Rs 1,500 and above and will be available in different fabrics. Both Daisy Dee and Lovable are made in Bangalore at the company’s facility. Every day, 3,500 dozen bras and 1,700 dozen panties are made. This homegrown lingerie industry is very small. Most companies which cater to women are at or below Rs 100 crore.

Lovable and Daisy Dee cater to different segments. Lovable is present in all the verticals. It is retailed through 225 to 250 department stores and 10 portals in addition to its own website. The brand has 3,500 MBOs, two EBOs. Another 10 EBOs will be opened in the metros in next financial year. Lovable has a pan India presence in metros like Mumbai, Delhi and Kolkata. The brand is also exported to the Gulf.