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Is CHANGE your lingerie style?
Dec '08
This Saturday night, India gave a very warm welcome to the entry of the leading European brand in lingerie - CHANGE. Lingerie denotes excitement, sensuality and elegance and is the most intimate wear of any woman, & captures the feminine, fashionable and adventurous essence of a woman. Lingerie is a secret expression of her innermost feelings. No wonder today's women are always attracted to a glittering array of styles, colors and textures. Realizing this, CHANGE the world famous premium lingerie brand has announced its debut in India.

CHANGE set the stage on fire for Indian consumers to experience the gold standards in a "lifestyle brand" with a glittering event held at Hotel Ashok.

The highlight of the scintillating event was a showcase of models walking on the ramp, displaying the beautifully designed, highly innovative, latest trend of intimate apparel for the Indian consumer.

The show witnessed the who's who of the industry, very eminent personalities of the fashion industry of India and abroad.

CHANGE LINGERIE is designed and developed in Denmark by Danish designers since 1997 offering a complete range of lingerie, beachwear, home wear and nightwear. CHANGE Products are made of the finest silks, exclusive embroideries, the softest micro fibers and sophisticated laces, sourced from reputable suppliers around the world.

The meticulously design offers the customer a variety in styles and sizes ranging from A-Cup to J-Cup, with the combined unique experience of a personal fitting with highly trained staff.

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

For the India entry, CHANGE has joined hands with the largest integrated franchise and retail solution provider Franchise India Holdings Limited (FIHL). CHANGE plans to open its first exclusive outlet by the end of this fiscal year and for strengthening its footprints in India, CHANGE also plans to open 150 outlets in span of 3-5 years concentrating in 10 leading metros with an investment of USD 5 million.

On the occasion of the launch of CHANGE in India, Mr. Niels Krogh, Director, CHANGE, Denmark, says, "When it comes to style, fashion and trendy wear, India has emerged as one of most fashionable country. We at CHANGE decided to enter India and create an environment where every woman can go and feel like her true self. Every aspect of the CHANGE store will be designed for the customer to experience the most exquisite lingerie in store renowned for its beauty and refreshing atmosphere. We want our customers to feel cozy and comfortable while shopping."

"We had been contemplating the launch of our own brand exclusively for India since a decade. However, the retail market was not opened up then. Now, we think is the right time for us to launch our brand as the lingerie market here has stepped out of the closet," said Mr. Krogh.

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Courtesy: Aditya Birla

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