Heralding new frontiers in modern fashion retail | Daily News


 

Heralding new frontiers in modern fashion retail

The first partnership store by leading lingerie brand, amanté, and international fashion brand, Aviraté was launched at the Marino Mall, Colombo 3. This is the first time two homegrown global fashion brands have fused their distinctive strengths to launch a partnership of this nature for their clientele in Sri Lanka. Both are premium, well-loved brands with a strong overseas presence.

The store in Marino Mall features clothing from Aviraté spanning all the wardrobe essentials for the modern, lifestyle-driven customer – from day and evening wear to coordinates, accessories and footwear. Customers will also be able to browse lingerie, sports bras, swimwear and sleepwear from amanté’s latest collections.The new partnership store provides an opportunity for customers to avail of a seamless, all-inclusive shopping experience between two fashion worlds. Marino Mall was selected to cater effectively to Colombo’s diverse clientele and to expand the brands’ consumer reach within new urban spaces in the city. The launch event was attended by media, customers and dignitaries while Darshi Keerthisena graced the event as Chief Guest.

“The crux of the partnership lies in the amalgamation of similar brand values, principles and synergies. The partnership store is the first step to creating a lasting and sustainable retail model both in Sri Lanka and India, offering a complementary and comprehensive portfolio of products to our clientele. The future of retail is changing, and it is up to businesses to navigate these changes and offer invigorating shopping experiences for modernconsumers,” noted Vivek Mehta, CEO of MAS Brands.

Aviraté CEO, Asim Younoos emphasized that this was the first of more to come. “This is a pivotal point for both the brands as they bring unique strengths into the mix, have a global footprint and are truly Sri Lankan in identity and world-class in quality. This is the inauguralchapter of what we hope will be a long lasting and fruitful business partnership, replete with exciting opportunitiesto explore thepotential for fashion and retail,” said Younoos.

Aviraté is an international fashion brand owned by leading Sri Lankan apparel manufacturer, Timex & Fergasam Group. While the company has been in operation since 1967, its retail journey with Aviraté began in June 2010 and has since expanded to multiple locations in India and Sri Lanka. Both Aviraté Signature and Classic collections are designed along latest international fashion trends, tailored for the modern customer.

Amanté is owned by MAS Brands, a subsidiary of MAS Holdings – South Asia’s largest supplier of intimatewear, activewear and swimwear with over 25 years of global manufacturing expertise. Amanté’s fashion proposition is style, comfort and value in lingerie for the modern Asian woman. Its product portfolio is designed with a focus on the unique contours and style of the South Asian silhouette.


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