After establishing its presence through about 1,100 MBOs across India since its launch in 2009, Eminence, the popular innerwear label from France is now looking at setting up exclusive stores. Sunil J Pathare, Vice Chairman and Managing Director, Maxwell Industries, who brought the well-known brand to India says, “Initially, we intend to be present in major cities only. The target is to place the brand in premium MBOs and LFS. We would begin the process of launching Eminence stores by October this year. We are also looking at exporting the range to SAARC countries.”
Pathare says the EBOs which will have an average size of 400 sq. ft. to 500 sq. ft. will be operated on both company owned and franchisee models. “The major expansion will come from franchisee model,” he adds. The brand is known for innovation, high quality and design. Launched in 1944 Eminence, has earned a reputation as a leading brand in men’s innerwear in key markets of France, Italy, Spain, and Belgium. And now it is ranked among the top three in women’s innerwear as well in these countries. In fact, the Eminence Group caters to the entire family with its popular and successful brands like Cacharel, Athena and Liabel. It has underwear, swimwear and pajamas as part of the men’s collection. It has now also entered the women’s market in France, Italy and Belgium. In India, Maxwell Industries, the pioneers in innerwear category formed an alliance with Eminence SA of France in 2009 to bring the range to India.
Its USP is its differentiated brand portfolio offering classical to fancy and with an innovative, upper price positioning. At the same time it also keeps in mind the need to have cost optimization, product quality and reliability and delivery within the stipulated time period.
Eminence has a complete product range of sleepwear, hosiery and underwear. “And, as per adhering to their long tradition of offering best innovative products, our collections also call upon the very best in innovation. Each model is the fruit of craftsman standards of perfection and technical precision, the mark of an unparalleled quality and comfort. Extra-fine finish and the finest materials, for a natural masculine elegance,” explains Pathare