Maxwell plans October launch for own web store

Maxwell Industries, known for popular innerwear brands, VIP and Frenchie, is preparing for ecommerce foray with its own web store this October. The brands are already retailed on leading online platforms such as Flipkart, Jabong and Amazon. However the company plans to offer exclusive merchandise on its own ecommerce venture.

The Rs 265 crores company after establishing strong presence in the innerwear space, has also launched leisure wear for men and women, making its entry into the ready to wear segment this fiscal. This would now be the company’s focus area in future. Maxwell also plans to aggressively promote a variety of products under French label Eminence, with whom it has a tie-up.

Targeting revenues of Rs 300 crores this fiscal, the company has also announced plans to open 93 innerwear studios over the next three years. Called ‘Inners’, the new stores will be launched on high streets, malls and residential locations. The company currently runs seven such studios offering popular brands under its umbrella including VIP, Frenchie, Brat, Feelings and French brand Eminence. The range retailed through these studios consists of innerwear, loungewear and accessories for men, women and kids. The expansion strategy was planned after positive response from its target customers based in metros, Tier I and Tier II cities.