MAS Holdings, South Asia's largest supplier of niche market intimate wear, launched it's very own lingerie brand amanté - in India on 21st October 2007.
The first amanté store was opened in Bangalore in the Lifestyle Mall as “a store in store”, followed by the launch of amanté in Chennai's Shopper's Stop Mall on the 24th.
The next launch was in the up-market ladies' fashion and ethnic store Brisah in the city of Hyderabad on the 28th of October.
The brand will be launched in India's Northern and Western States in the first half of 2008.
Chief Executive Officer for amanté operations in India, Mr. Venkatesh Rajamani said, “amanté is designed specifically for the South Asian Corporate Woman, the Young Experimenter, the Socialite and the Modern Mum.
The product will have international trend and styling with a unique “Indian-ness” and will follow the Indian lifestyle and festival occasion.”
He added that amanté lingerie will be made at MAS' Intimate facilities in Sri Lanka and distributed through large-format retail stores, regional multi-brand outlets and exclusive franchised outlets in India.
MAS Holdings, which provides innovative fashionwear in the intimate and sportswear categories to leading global brands, was largely instrumental in spearheading the transformation of Sri Lanka's apparel industry from a contract manufacturer to a fully integrated service provider with the set up of Sri Lanka's first product design & development centre.
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