India-based lingerie brand, Enamor has recently decided to expand its presence by opening 13 exclusive brand outlets (EBO) to take its current tally of 14 to 27 by the end of the current year.
The inner-wear retailer is also expecting a growth in its business by 30 per cent in the present fiscal year and has three franchise stores currently operating with more planned for the future. The brand currently has 4,500 points of sale among India, mostly through multi-brand retailers.
Notably, the brand will concentrate on Tier I locations such as Delhi, Bengaluru, and Mumbai for the upcoming store openings. The new stores will be spread across 500 to 700 sq. ft., with a capital investment of around Rs. 20 to 25 lakhs per store. Brand’s majority of stores are currently in shopping malls, but it is looking to find high-street locations in areas such as Delhi as well.
Preeti Gupta, COO, Enamor was quoted as saying to the media, “We are expecting that in the next five years, we will see the change to be significantly higher as women get more and more aware of outerwear, for example dresses were not present five years back and similarly if you see five years ahead, people will be experimenting a lot with what they wear and are going to be lot more conscious about their innerwear.”
According to a report by Technopak Study, a leading consulting firm it is mentioned that women’s lingerie section is all set to grow at a significant growth rate of 12 per cent in the coming 10 years to reach Rs. 56,364 crores by 2027 from the present market size of Rs. 18,454 crores.
To tap this booming market, Enamor has announced that it will continue to increase its product assortment in the times to come. Apart from lingerie, the brand also stocks sleepwear and is available through its own exclusive website along with the physical presence.
