Lingerie Brand Amanté Plans 25 Stores

AmanteSri Lankan lingerie brand amante has launched its website after recording a four-fold rise in sales through ecommerce platforms. The brand amante is a part of MAS, which is a subsidiary of MAS Holdings, a supplier of niche market intimate wear. The brand encompasses swimwear, sleepwear and sportswear in addition to its lingerie collections.

It was launched exclusively in India in October 2007.

“Our online business was only 2-3 per cent three years ago, but today it is contributing almost 10-15 per cent of India business and it makes sense to give our patrons the experience of products and collection through our own online set-up,” Vivek Mehta, company’s chief executive said.

Inspired by US brand Victoria’s Secret, amante has plans to roll out 25 to 30 exclusive stores in the next two-three years. The company retails the lingerie brand in India and Sri Lanka through over a 1,000 outlets which are a combination of large formats, MBOs and ecommerce channels. Last fiscal, it clocked over Rs 100 crore in sales revenue from India, and has been growing at more than 50 per cent.

MAS Brand India is aiming at 100 million US Dollar by 2020 through its expansion strategy this fiscal.

The company recently acquired UK lingerie brand Ultimo and US lingerie brand Thinx to expand its portfolio. It now plans to explore the markets in countries such as Malaysia and the Philippines either by launching amante or acquiring a local brand, Mehta added.

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