Maxwell plans ‘Inners’ stores in Gujarat

Mumbai-based Maxwell Industries, manufactures of men’s

and women’s inner wear and lingerie would soon enter Gujarat with its exclusive retail store ‘Inners’. The company, known for its flagship brand ‘VIP’, will set up exclusive inner wear store in Ahmedabad within the next 3-4 months.

As per the retail strategy, company plans to open at least 8-10 such stores in Gujarat across major cities like Ahmedabad, Vadodara, Surat and Rajkot. Recently, the first exclusive retail store ‘Inners’, the inner wear studio for all the inner-wear was launched in New Mumbai.

The stores would roughly cover carpet area of 300-350 sq. ft. at an investment of around Rs 15-20 lakh. While the company’s aggressive expansion drive targets opening 100 stores in the next three years, in Gujarat, the ‘Inners’ store will cater to the entire family having all kinds of company brands including VIP, Frenchie, Feelings, Brat and the French brand Eminence along with accessories like socks and track pant under one roof.


Its brands VIP, Frenchie and Feelings cater to men’s and women’s inner wear segment, and Brat is meant exclusively for kids. For the fiscal year 2011-12, Maxwell Industries registered a turnover of roughly Rs 135 crores.