Friday, August 28, 2015


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 ‘Wienna’ will be sold through company-owned outlets as well as franchises

 August 28, 2015, Mumbai:  Thailand-based diversified, USD 9 Billion conglomerate Saha Group, is introducing its ‘Wienna’ brand of premium and functional lingerie products to the Indian market in November 2015. Wien International Company Limited, part of Saha Group, has appointed Belle Intimates as its distribution partner for India. Wien, with Belle, will introduce premium lingerie, shapewear, nightwear, sportswear, and a range of exclusive cosmetics under the ‘Wienna’ brand. Saha Group has been manufacturing lingerie for 45 years and caters to some of the biggest global brands. ‘Wienna’ is sold in several countries for the past 28 years and is well regarded for its functional features. It boasts of custom developing the materials used, and the tailoring which make their lingerie products most suitable to the physiological structure of the body.

Mallika Shah, Vice President, Business Development for Belle Intimates says that they are privileged to partner such an illustrious group with an enviable legacy to bring lingerie of the highest quality in global standards.

Ms. Khanita, the international business head at Wien, who is in India to participate in the Thai trade fair in Mumbai says,"While there appears to be a lack of awareness about the difference between the fashionable and functional wear, ‘Wienna’ focuses on the very important functional aspects of the lingerie".  Khanita further said, “‘Wienna’ lingerie is a complete value for money and the customers will get a fantastic product with a perfect fit which will meet the functional needs and thereby addressing some of the health concerns too."

Belle Intimates plans to operate company-owned outlets and also appoint franchisees in all the major towns and cities, besides providing its products on the popular e-commerce portals for customer convenience.

"The current market size of the organized & branded women's lingerie is estimated to be approximately INR 5,000 crore and its expected to double to INR 10,000 Crore by the year 2020 and we are excited to participate in this market with excellent products ensuring complete customer satisfaction", says Mallika.

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