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Japan’s lingerie brand Wacoal plans India expansion

By Meenakshi Kumar


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Japan’s most popular lingerie brand Wacoal is looking to boost sales of its private labels in India. The brand has chalked out plans to expand its product lines and enter shapewear, while spreading across more metros in India. Founded in 1946 Wacoal forayed in India in 2015 in partnership with Periwinkle Fashions, Tainwala Group’s flagship company. The brand’s main retail presence is in metros like Mumbai, Delhi, Chennai, Hyderabad, Bangalore, and Kolkata but they have set their sights on greater metro expansion. Along with continuing to expand their product categories in India, the Japanese brand will also expand brick and mortar stores says Sandeep Goenka, CEO of Periwinkle Fashions.

He further added Wacoal are highly functional yet comfortable shapewear, to be worn for the entire day. As a normal practice, other shapewear is not comfortable beyond four to five hours. The fabric technology is such that it makes movement easy and natural. Fit and comfort factor in lingerie is becoming increasingly important for consumers in India and so Wacoal is following this trend. He says, Wacoal is set to become one of the biggest lingerie brands in India as it plans to reach out to more metros.