Amante to open 25 boutiques in next two years

Amante, the premium lingerie brand in India owned by Mas Brands, is planning to open 25 boutiques in the next two years to provide consumers a superior shopping experience. These stores will be exquisitely designed with expensive materials so that consumers have a world-class experience. Last December the first exclusive boutique was opened in Mumbai. The exclusive store stocks Amante’s premium line of swimwear, sleepwear and sportswear. Plans are also afoot to launch it in Malaysia, Thailand, Indonesia and other ASEAN countries so that it becomes a regional player. In the next two years Amante hopes to grow by 50 per cent to become the largest premium wear lingerie brand in the country.

The Indian lingerie market is estimated to be worth Rs 11,000 crore. The premium segment makes up 20 per cent of the share. The market is largely fragmented and dominated by mass market brands. But over the years, good quality brands have come, giving the consumers some choice. Also, online shopping has given consumers a wide choice. The industry is growing because of premium brands such as Amante and others.

Amante is an omni-channel brand available across platforms. As Smita Murarka, Head, Marketing and E-commerce, MAS Brands, says, in order to expand, the company will focus on building the brand and strengthening the website. Also, it will continue to grow and expand along with retailers in their specific formats. Murarka emphasises that they follow a non-discount policy for all the core merchandise. Only old merchandise is discounted.