Benetton India is aiming to touch Rs.200 crore turnover from its innerwear brand ‘Undercolors’, which is a strong focus area for the company in the coming years. The company will also open 20 exclusive Undercolors stores by 2017.
“Innerwear is going to be our next big business for next five years,” Sundeep Chugh, CEO of Benetton India said.
The company said, they have sold over 15 lakh innerwear pieces last year. Moreover, the company plans to foray into the women’s lingerie segment too. The brand wishes to provide a top wear (bras) with a fresh look to the inner wear market. The offerings focus on product styling, quality, bold use of colors and crisp pricing as the core of the product strategy.
Undercolors’s ranges consist of neutrals, prints and colors and are available in full coverage styles. They come with adjustable as well as fun straps in different range. The products cater to the everyday need of a modern woman and have been specifically worked in sizes to cater to India with crisp pricing from the house of Benetton.
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