Green Room-Ultimate Comfort Zones to Showcase VIP Brands
Maxwell Industries, part of the VIP Group, which is engaged in the manufacturing and marketing of innerwear, lingerie, readymade garments, socks and other accessories, announced its plans to enter the retail bandwagon. The company will be setting up own exclusive stores across India, "Green Room - Ultimate Comfort Zone",that presents `The VIP Group's' brand buffet comprising VIP, Frenchie, Frenchie X, VIP Feelings, Lovable, and Daisy Dee under one umbrella.
The company has test marketed a concept "Green Room - Ultimate Comfort Zone",and a first of its kind store in the category has opened in Kolhapur.Maxwell Industries plans to open 250 to 300 exclusive stores across India through Franchisee route in different formats to optimize the exposure for all brands under Maxwell Kitty. The objective with the retail stores is to provide a solution to customer in wider choice of products on account of better shelf space and mind share of customer.
Mr. Kapil Pathare, Director - Maxwell Industries, said, "This marks for the beginning of the new era of Intimate wear. Time spent in purchase of intimate wear is increasing day by day, and therefore it has become important to provide complete solution to the intimate needs of the people. The Green Room - Ultimate Comfort Zone", concept of exclusive outlets further bolsters our presence in, modern retail providing better exposure for our brands."
With the retail sector is growing enormously in India, with more and more number of malls, departmental stores, and hyper market coming up in various markets, preferences in the purchase locations are shifting rapidly. The innerwear market is estimated to be worth Rs 4,000 crore of which Rs 2,000 crore is the branded section, which is growing at 20 per cent per annum.
With a monthly production of more than 600,000 dozens and a group turnover of Rs 300 crore, VIP's marketing infrastructure comprises 400+ dealers, 200,000 retail outlets, six regional offices and a sales brigade of about 700 personnel, the company has a strong distribution network.
Maxwell Industries is one of the world's largest innerwear manufacturers and marketers. It sells innerwear under umbrella brand VIP and also under other brands, namely, Feeling and Frenchie X. The group owns the well known brands namely, Lovable, Daisy Dee Bra, Excel, Live-in. These brands command a major market shares in their respective segments and are present in all the category segments - lower, medium and premium.
VIP also exports to the Middle East, Venezuela, Germany and the European countries. The VIP group is now targeting the Far East countries, thus making VIP a universal brand. Today, the VIP group is transcending new horizons and is penetrating new markets and as always it beckons strategic partnerships in this endeavor. Keeping in line with this view the company hopes to build newer and stronger relationships that would help it to unearth further untapped opportunities in the Intimate Wear Segments both in India and abroad.
THE VIP GROUP - BRAND STAND
VIP Frenchie
VIP Frenchie, a well-known brand was launched way back in the year 1983 amidst great fanfare, it was a revolutionary product to be introduced at that point in time with a unique never seen before design that stunned the Country. From thereon there was no looking back for this brand. It has grown leaps and bounds and has become generic to its category. Today with every new player in or entering the market needs to have a look alike of the brand Frenchie. Since the very beginning the brand had been advertised very heavily on all mediums. All advertising was purely done to achieve awareness and thus building the brand that was meant for the bold, dynamic personality - the man of style and panache.
Frenchie X
The Frenchie brand was extended to newer bastions by introducing VIP Frenchie X- a nasty new collection of innerwear and outerwear for today's youth, which is contemporary, dashing, and leaves a big impression on everyone. It is a new generation gear with the X-Factor. Perfect for the new age man- sharp and intense, yet cool and easy; for the man of many expressions, both dark and divine. X is the new face of male sexuality- bold and daring. Daring in design and risqué in styling, X is a walk on the wild side.
The brand Frenchie X has unique styles that were never seen before by the youth of today. Be it in the gym, a boy's night out or a candle-lit bedroom, it is designed to bring the X factor into play. To show these new cuts & styles the company had to advertise and did advertise with a great bang that created waves in the market place and won the admirations and hearts of the youth.
VIP Feelings
VIP Feelings designed to give women comfort and a perfect fit and hence keeps them looking young. It is a perfect solution to what women expect out of innerwear. VIP's long experience in innerwear has helped VIP feelings stay ahead of others in satisfying all the demands of the new era lingerie conscious woman. The products are designed in such a way that doesn't constrict, but shapes the body into a more feminine curve.
Maxwell Industries Ltd has always had a reputation of being innovators / pioneers, in promoting branded innerwear in India, in new designs / style and in breakthrough, innovative methods of marketing, advertising and sales promotion in hosiery segment, thus resulting in VIP group always being on top of mind and ahead of competition.
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