Home Retail Lingerie brand ‘CHANGE’ to enter India

    Lingerie brand ‘CHANGE’ to enter India


    European intimate wear brand ‘CHANGE’ has announced its debut in India. As part of the plan, the brand will open its first exclusive outlet in India by the end of this fiscal and will open around 150 outlets in a span of 3-5 years across 10 leading metros in the country with an investment of USD 5 million, said a company press release.

    Indian women becoming more discerning in lingerie choicesIndian women becoming more discerning in lingerie choices
    Jenkinson, who also works in collaboration with Rosie Huntington Whiteley on ‘Rosie for Autograph' lingerie range which has become one of the brand's most popular lingerie collections, is overwhelmed with the range of choices women have for their innerwear

    For the India entry, the brand has joined hands with one of country’s retail solution provider.

    Speaking to media on the launch, Niels Krogh, director, CHANGE, Denmark, said: “India has emerged as one of most fashionable countries in the world and we have decided to enter India and create an environment where every woman can go and feel like her true self. We want our customers to feel cozy and comfortable while shopping.”

    The brand currently enjoys a presence in over 20 countries throughout the world with over 100 company owned CHANGE concept stores, lingerie specialist stores and department stores.

    —Indiaretailing Bureau