Mumbai, 11 February 2013: Arvind Lifestyle Brands, a subsidiary of Arvind Ltd, one of the largest players in the apparel brands and retail space, today announced an agreement to market and sell basic and intimate apparel in India under the Hanes and Wonderbra brands, two of the largest and well-known global apparel brands, under a licensing agreement with U.S. based Hanesbrands Inc.
Announcing the licensing agreement, Mr. Sanjay Lalbhai, Chairman & Managing Director of Arvind Limited said, “This transaction is a significant milestone as it signals our entry into the highly lucrative market of branded apparel essentials with lingerie and undergarments. This market segment of branded essentials is estimated at over Rs. 18,000 crore and is expected to grow over 18% from thereon year-on-year. This new market niche, thus, offers a completely distinct and promising business opportunity for us, which will only help further consolidate our position in the Indian market.”
Gerald Evans, Co-Chief Operating Officer of HanesBrands said, “We are very excited to enter this licensing agreement in India for two of the strongest global brands with Arvind, a leader in the apparel and retail market. Our Hanes and Wonderbra brands have great growth potential in the lingerie and branded apparel essentials market in India. We are confident that Arvind Lifestyle Brands Ltd., which has one of the largest portfolios of licensed US brands in India, is the right partner for us to aggressively expand growth in India.”
“In the past we have focused on and built a strong position in the Indian menswear, womenswear and kidswear segments, with one of the strongest portfolios of homegrown and acquired global brands. It was only logical then, that we look at the branded apparels essentials and lingerie market as the next area of growth, given the changing lifestyles of Indian consumers and the subsequent shift in consumption to the organised sector therein. The transaction will give us a new edge to our product portfolio .We plan to grow the Hanes vertical within Arvind to achieve Rs. 500 cr revenues over next 4 years.” said J. Suresh, Managing Director & CEO, Arvind Lifestyle Brands Ltd.
The transaction signals the entry of Arvind into the highly lucrative branded apparel essentials segment. The 100-year-old Hanes brand is the No. 1 apparel brand in the United States and offers comfortable, high-quality underwear, intimates, casualwear, hosiery and socks. A leader in innovation, Hanes is responsible for bringing to the industry creative ideas like Tagless tees, Comfortsoft waistbands and EZ Sort socks. Arvind plans to increase the current number of Hanes points of sales in India from 5,000 to 15,000 in the next 3 years.
In the women’s intimates segment world famous Wonderbra brand of intimates which is known to empower women by making them feel sexy and confident, is expected to be a lead brand. The Wonderbra brand offers women a complete line of bras and lingerie.
Arvind Lifestyle Brands Ltd enters into Licensing Agreement with Reliance Brands & Iconix Brand Group JV for Ed Hardy Brand in India
Arvind Lifestyle Brands Ltd, recently announced that it has signed a long term licensing agreement with Iconix Lifestyle India Pvt Ltd, a JV between Iconix Brand Group, USA and Reliance Brands Ltd for Ed Hardy. Ed Hardy is the alternative lifestyle fashion brand that celebrates the classic American tattoo as an art form across apparel and accessories.
Arvind Lifestyle Brands Limited, will hold the exclusive multi-year license to manufacture and distribute Ed Hardy apparel and accessories throughout India. Ed Hardy is projected to launch in India during Autumn/Winter 2013 with a new global product and price strategy.
J Suresh, MD and CEO Arvind Lifestyle Brands Ltd & Arvind Retail Ltd., said, “Ed Hardy is a well-known internationally recognized brand and enjoys the status of a ‘cult classic’ with massive fan following and a unique cutting edge image. We are thrilled to work with Iconix Lifestyle to bring Ed Hardy into India. As the brand rolls out in AW13, we foresee a very successful launch. Ed Hardy will also substantially strengthen our portfolio in the youth segment.”
Commenting on the alliance, Darshan Mehta, CEO of Reliance Brands said, “Tattoo art has a timeless appeal and Ed Hardy celebrates its history and beauty by creating dynamic apparel and related lifestyle products. We could not ask for a better partner than Arvind, as they understand this market extremely well and are equally committed to growing the Ed Hardy brand in India.”
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