Enamor plans to enter nightwear segment

Gokaldas Intimatewear, a joint venture between Gokaldas Images Ltd and French lingerie company Barbara, plans to enter the premium nightwear segment. In 2003, the company launched lingerie brand Enamor.

The Bangalore-based company offers lingerie in all price segments. The products are available in more than 500 outlets in over 40 cities and towns.

The company also plans to increase the number of outlets by 20 per cent in a year, said the company officials. The company intends to tap tier-II and tier-III cities. It will also launch exclusive brand outlets next year.

"We intend to open exclusive brand outlets in most of the metropolitan cities in the coming days. The brand consciousness of Enamor is high in the metros. Besides exclusive outlets, we will add another 100 multi-brand outlets next year. We have already entered cities such as Surat, Ludhiana, Jabalpur and Raipur. The retail expansion will continue," said Debashis Chatterjee, CEO, Gokaldas Intimatewear.

The Indian lingerie market, valued at about Rs 1,600-1,700 crore, has been growing at an average rate of 12 per cent annually.

"Within this, the Rs 150 and above- segment where Enamor is positioned, is the fastest growing segment as the new generation woman shows more boldness in her choice," he said.

"Whereas most of the international lingerie brands have a complete range of products, we had not tapped the premium nightwear segment. We will launch a complete range of premium nightwear products (lace and satin) in a couple of months," he said.

At present, the nightwear products of other brands are available in a price range of Rs 800-5,000.

"We are yet to finalise the price range. The premium nightwear products will be launched in select 50-100 stores countrywide," said Chatterjee.