Maxwell Industries Ltd., makers of the VIP brand of innerwear, are looking to enter the premium innerwear sub-segment through an alliance with Eminence SA of France. Eminence is the leading No 1 brand in men’s innerwear in France, Italy, Spain, Belgium and is now among the top three in women’s innerwear in France, Italy and Belgium. The group owns successful labels such as Cacharel, Athena and Liabel. Swimwear and pyajamas are also part of the men’s collection.
Says Sunil Pathare of Maxwell Industries, “Our brand has always catered to the mass segment and has been a symbol of quality and trust among Indian households for the past 37 years. But as far as the premium segment is concerned we still had to fill that gap. So a license agreement with Eminence seemed apt to bring in their rich expertise and sartorial style.”
Under the licensing agreement with Eminence, Maxwell will manufacture the products in India for the Indian market as well as for Nepal, Sri Lanka and Bangladesh in the first phase. Some products in the super premium category, however, will be imported. The price range for the Eminence range of men’s inner wear will be Rs 79-300. The launch will be carried out in a phased manner and a total of 20 styles will be introduced in the first phase.
—Nivedita Jayaram Pawar