Women’s fashion wear brand Vero Moda has launched its ‘Intimates’ range of innerwear in India. The collection has been introduced at two Vero Moda stores in Mumbai and the company plans to take the range to other cities in a phased manner.
Talking about the target segment that the fashion brand is eyeing, head, Vero Moda Intimates collection Susanne Stuhr said, “Vero Moda Intimates is for a girl who is interested in fashion and herself.”
On the expansion plans, Stuhr said after the pilot phase in Mumbai, the brand would like to enter the Delhi market. She, however, did not reveal the exact time for the same.
The fashion brand will import the merchandise for the current business and expects to draw consumers from Vero Moda’s apparel business.
On the challenges that the innerwear market faces in India, Stuhr stressed that the market is at a juncture where people understand the need to be cautious when choosing innerwear, as it is crucial for their overall persona.
Vero Moda Intimates range is already present in Denmark, Finland, Estonia, Germany, Austria, the Netherlands, Norway, Iceland and Faroe Islands.
– Deepti Aggarwal