Mumbai-based Maxwell Industries, the multi-brand house has chalked out major retail expansion plans. From the next fiscal it aims to open 100 exclusive outlets in Tier I and II cities across west, north and south India. It now operates through MBOs
and has no EBOs. Maxwell is the owners of innerwear brands -- VIP, Frenchie, Frenchie X, Brat and the lingerie brand Feelings. It also has a joint venture with Eminence. It’s a fact that Maxwell and VIP have contributed to the evolution of the undergarment category in India. Maxwell entered the category when it was completely a commodity market. It introduced the brand VIP and started the most complicated process of creating a brand in a commodity market. Today the VIP brand is known for its innovations and creation of categories such as nursing bras, sanitary panties
Maxwell is predominantly present in the men’s segment The company’s philosophy is to offer specific brands for specific target audiences. Feelings for example is a lingerie brand aimed at women. Brat is for youngsters and consists of briefs, trunks, vests, panties and slips. Eminence is a French innerwear brand that Maxwell has brought to India. Sunil J Pathare, Vice Chairman and MD, Maxwell Industries says, “Feelings contributes around 10 per cent to our total turnover.” The price range in which the company operates through these brands ranges from Rs 45 to Rs 355.
Well spread out across the country, Maxwell operates through the wholesale, distribution, MBO and modern trade business formats and services. It reaches around 35 million consumers per annum through these channels. It is present in around 50,000 MBOs across the country. So far it was operating through MBOs and had no EBOs. Now it will have both company-owned and franchisee EBOs with a carpet size of 500 sq. ft. Maxwell expects these EBOs to contribute around 20 per cent to its revenues over a period of time and a return of 30 per cent on the investment of Rs 1.5 million. Besides, the company also plans to add new products to its existing segments. Maxwell has been into exports for quite some time. Pathare says, “We are exporting mostly to the Middle East, African countries and some European countries.” Within the next two to three years the company is looking at a turnover of Rs 550 crores.
