Home / Knowledge / News / Apparel/Garments / Maxwell Industries plans exclusive retail stores
Maxwell Industries plans exclusive retail stores
Jun '12
Mr. Sunil Pathare
Mr. Sunil Pathare
Maxwell Industries Ltd., the leading Indian company engaged in manufacturing and marketing of innerwear, is planning to open exclusive brand outlets (EBOs) across India.
Mr. Sunil J Pathare, Vice Chairman and Managing Director, Maxwell Industries, told fibre2fashion, “We understand that the essence of a consumer product is that it should be available in all the formats of trade in most of the market. Presently, Maxwell is present and is servicing consumers through wholesale, distribution and e-commerce channels.”
“However, exclusive retail stores have been missing in our trade format. The EBO format not only shows the brand in full glory, but also projects a larger than life imagery for the brand. Hence, this year we will be rolling out our retail plans,” he adds.
Maxwell works on multi-brand strategy, and each of its brands has a distinct set of consumer segment based on psychographics. “Demographically, the consumer segments might be close by, but they are quite distinct in behavioural aspect,” avers Mr. Pathare.
Maxwell provides more than 400 products under different brand names that cater specifically to certain target groups. The main brand ‘VIP’ caters to more mature upper middle class of the society, whereas ‘Frenchie’ caters to fashionable youth, ‘Feelings’ to young females in upper middle segment, and ‘Eminence’ is French brand that is promoted among affluent class of the society.
“Over a period of time, Maxwell foresees around 25 percent of its business coming from the EBO format. The retail expansion will be done through two modes – company owned stores and outlets based on franchisee mode,” Mr. Pathare reveals.

Fibre2fashion News Desk - India

Must ReadView All

Textiles | On 27th Oct 2016

Teijin Frontier develops Solotex RC lightweight fibre

Teijin Frontier Co. Ltd, fibre products converting company and part...

Tosha Hays addressing the conference. Courtesy: College of Family and Consumer Sciences, UGA

Textiles | On 27th Oct 2016

Industry experts discuss future of fabrics at UGA

Industry experts, researchers and military officials discussed the...

Courtesy: Global Denim Awards

Fashion | On 27th Oct 2016

Anbasja Blanken & Italian mill ITV Denim win GDA

Dutch designer Anbasja Blanken and Italian mill ITV Denim was the...

Interviews View All

Akash Khetan
Narayan Tex Fab

I find it hard to find professionals in Surat

Karan Toshniwal
Orange O Tec

Contemporary industry is paying more and more attention to the...

Nuno Venda

‘There has been an increase in demand for water based inks, rather than...

Urs Stalder
Sanitized AG

Urs Stalder, CEO, Sanitized AG, talks about the increasing use of hygiene...

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Robert Brunner

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies

October 2016

October 2016

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Browse Our Archives


Advanced Search