The Hindu : Business : Madura Garments plans second men's innerwear garment brand

Online edition of India's National Newspaper
Friday, Feb 11, 2005

Business

Business

Madura Garments plans second men's innerwear garment brand

By M. Allirajan

COIMBATORE, FEB. 10. Madura Garments, which has leading brands such as Louis Philippe, Allen Solly, Peter England and Van Heusen, is eyeing a big share in the domestic men's innerwear garment market.

The company will launch the Peter England range of men's innerwear garments later this month, the General Manager (Sourcing) and Head, Innerwear Category, Madura Garments, Mathew Jacob, told The Hindu during his recent visit to the city.

"We are following a step-by-step approach to increase the market share. The Peter England launch will consolidate our position in the market. We are now a serious contender in the segment."

Peter England would be positioned in the mid-price segment. It would have an entire range of innerwear, including briefs, vests, loungewear and thermal wear. The Rs. 2,500 crore men's domestic innerwear garments market is dominated by brands such as Rupa and VIP.

"There is a huge market for innerwear garments in the country. It is going through a lot of transition. From a low involvement category, it has now become a high involvement one," he said.

The segment has already seen the entry of Sara Lee Apparel, the world's largest apparel firm, which launched its Hanes and Classic Premium range of innerwear recently. "There has not been much action involving the branded players so far. As more players are getting seriously involved in the business, the consumers will have a better choice. There will be a lot of scope for innovation in product, style and design," Mr. Jacob pointed out.

The company forayed into the segment with the launch of premium segment Van Heusen range of innerwear garments in October last year. There will be more such launches from Madura Garments in the current year.

"We have decided to space out launches for we need to stabilise," he said. Peter England would be available at exclusive outlets and key multi-brand stores across the country.

The Van Heusen range, which is sold in Planet Fashion and Trouser Town, is also being test-launched in select multi-brand outlets across the country, he said.

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