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Van Heusen to open women’s innerwear, athleisure stores

By Meenakshi Kumar

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Aditya Birla Fashion and Retail has entered the women’s innerwear and athleisure space with Van Heusen brand. Now, it is looking to open 400 exclusive stores of women’s innerwear in the next 3-4 years. Most of these outlets will be setup through the franchise route. The company, two years ago, had forayed into the men’s innerwear segment under the same brand and has 15 exclusive stores. Aditya Birla also has over 9,000 MBOs for the men’s range which will be tapped for selling the women’s range as well as 80 per cent of these outlets sell both categories. It plans to take up the distribution network to 13,000 outlets by end of the year and to 30,000 outlets in four years

Aditya Birla will also start selling women’s innerwear online through e-commerce marketplaces while it will also set up its own online brand store from November. Van Heusen is the second largest brand in the company’s stable after Louis Philippe.

Aditya Birla Fashion and Retail
Van Heusen