Maxwell Industries plans exclusive retail stores

20 Jun '12

2 min read

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

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