MAS’ first lingerie brand amanté debuts in Sri Lanka after stellar success in India

amanté, Sri Lanka’s first brand of world-class intimate wear, was unveiled in Sri Lanka yesterday, celebrating the Sri Lankan consumer’s endorsement of premium lingerie.  

Gracing the Sri Lankan market for the first time after a groundbreaking launch in India in October 2007, amanté offers Sri Lankan women access to international-standard intimate wear, customized to suit the unique contours and preferences of the South Asian woman.

As a subsidiary of MAS Holdings, South Asia’s largest intimate apparel exporter and manufacturer, amanté revels in its guaranteed product integrity.

With 25 years of excellence in the field, MAS Holdings services a clientele of the most renowned lingerie brands in the world. amanté expertise is combined through global design studios, experienced designers, insight to the latest international trends and technologies, along with an integrated supply chain to offer consumers pristine quality, premium lingerie.

As the first Sri Lankan lingerie brand that endeavoured to venture in to the world, the team behind amanté carried out extensive research before entering the vast and yet somewhat conservative Indian market.

In 2010, amanté was voted ‘Product of the Year’ by the Indian consumer in the largest independent survey carried out in India. Despite India’s cultural inhibitions towards lingerie, amanté’s focus on customer centric innovation proved to be their biggest differentiator, making them a formidable brand in the short span of five years.  

With the same successful formula in mind, the brand now wishes to tap in to the Sri Lankan market of fashion savvy, discerning and contemporary women between the ages of 21-45; women who want to feel good about themselves, women who are now more confident and fashion conscious.

Also the benefits of the brand add to its value; technical superiority that gives the best fit with no discomfort, durable colour-safe products, the finest quality fabrics and accessories, leaving room for no misconceptions. Specifically designed to fit South Asian women, amanté is bound to stand out in the market due to the perfect fit it is ready offer to the Sri Lankan consumer.

“We focused greatly on the preference of Sri Lankan women, and manufactured products in accordance with their requirements in mind. The bottom line is, she ultimately makes the decision for herself as to which lingerie brand makes her look good, fits well, and is available at the right price,” stated Ajay Amalean, Director of MAS Holdings and amanté.

“That is exactly what amanté is here to offer, adding to it some world-class fashion and panache.”

The brand’s passion for perfection has already made amanté one of the leading contenders in fashion, fit and innovation within the premium lingerie segment in India. The team expects similar recognition from Sri Lankan consumers, offering them a special launch offer price on products for 2012.

Ajay asserted: “We refuse to compromise with our product and brand experience, and wish to offer the modern Sri Lankan woman a brand that understands her body the way she does. She is no longer making a choice, but a statement.”  

Amanté aims to offer two fashion collections per year, and is available from 24 October at three department stores in Colombo and suburbs, namely, Cotton Collection at Dharmapala Mawatha, the Hyde Park Corner Glitz outlet, and Cool Planet located in Pelawatte, as well as the anything.lk online store and outlet at Thimbirigasyaya.

The brand’s retail presence will be expanded further in the future with plans to expand to 50 outlets by 2013. The company also plans to launch an exclusive amanté outlet in the near future.