Beyouty to focus on making lingerie mainstream wear

Brandis Manufacturing and Marketing is looking to increase its retail presence with a change in display and sales strategy. The company believes their brand Beyouty will play a major role in revolutionizing the way lingerie is displayed by retailers across India. Besides lingerie, the company also offers women’s leggings and has a separate brand 2GO for men’s sportswear.

Different strategy for retail presence

Since most retailers relegate lingerie sales and display to the ‘accessories’ section, the products neither received nor garner rightful attention from customers, believes Nischal Puri, CEO, Brandis Manufacturing and Marketing. “With Beyouty, the company plans to change the entire attitude of retailers to treat lingerie more as a mainstream garment, rather than just an accessory,” says Puri. He goes on to add that in the coming year, the brand would be retailed at many more large format stores with a stronger focus on its placement, emphasizing its importance to the consumer. With this initiative, the company is looking to increase its turnover from Rs 34 crores last year to Rs 110 crores in the coming year.