French innerwear brand Eminence launched in India

26 Oct '10

2 min read

Maxwell Industries Ltd., a leading innerwear brand in India has tied up with France's Eminence SA. The alliance of these two leading brands in innerwear is seen to bestow a new meaning to comfort, fineness, brand value and novelty to innerwear consumers in India.

Eminence, France's foremost brand and is famous for its novelty, best quality and design. Maxwell has inked a licensing deal with the French company for production, distribution and sale of its apparels in India, Nepal, Sri Lanka and Bangladesh.

Maxwell recently unleashed the premium men's intimate apparel brand in Bangalore, as a part of a stage-wise launch of the product in different regions. With this launch, Maxwell has penetrated into the premium innerwear segment. The range starting Rs. 100 onwards, would be vended at modern trade and other retail outlets.

Maxwell also intends to come up with the premium collection of women's intimate apparels from Eminence, next year. The company means to launch these apparels through its exclusive brand outlets, which it would be exploring for the first time.

These exclusive brand outlets would exclusively showcase the entire Eminence collection at a single destination. This planned tie up with Eminence group is a move towards fortifying Maxwell Industries' presence in men's and women's premium innerwear segment in India.

Fibre2fashion News Desk - India

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