Hanes increasing presence with innovative products

Sanjay Lalbhai, Chairman and MD of Arvind, which now retails Hanes products in India, is optimistic Hanes will achieve Rs 500 crores revenues in the next four years. “Arvind Brands has the license for Hanes. We have aggressive plans to grow the business. Arvind has a front end and back end clout

in the domestic market. And that’s what we will leverage along with the brand strength of Hanes,” opines Shekhar Tewari, Managing Director, Arvind Lifestyle Brands.

The brand is looking at aggressive push among its competition by introducing new products and spreading

presence through departmental stores and e-commerce.

Exclusive product range

The company is innovating with products across men’s and women’s innerwear category, which is its core business. “We have done a lot of new things with our women’s innerwear. We have introduced bras, a totally international collection of concealing petal bras. This recent launch along with 35 shades of panties for Spring/Summer has been well received in the market,” avers Tewari, elaborating on the new launches.

Hanes has a loungewear category which is not sold as sets rather individual pieces are sold so one can buy a T-shirt or just the shorts. The Hanes brand has products in core categories like men’s innerwear, women’s intimates, casual wear, socks and thermals. “Our retail prices start from Rs 99 for a pair of socks and go up to Rs 900 for a pack of three Tees. The core men’s innerwear range is priced between Rs 100-Rs 200 and the women’s intimates range has panty packs from Rs190 onwards and bras from Rs 335 to Rs 995,” says Tewari, explaining brand’s price points in India market.

Expanding brand presence

With a presence across the country through Shoppers Stop, Central and Reliance, Retail is available in close to 6,000 retail stores and all key department stores. “The exclusive brand outlet channel is new and we are not exploring that. Our focus would be the key department and hyper and mom and pop stores,” Tewari opines. Adding further, he says, “There is a lot of activity happening on e-retailing. Business is growing rapidly. Hanes has been a part of that and we are growing our online business well. We would look at further growth and tie-ups with channel partners.”