"It is important to have proper lingerie stories in Pakistan."
Sri Lanka’s lingerie brand amanté has launched its first international franchise outside India at Dolman Mall in Karachi, Pakistan.
Famous actress Mahira Khan attended the grand opening and even made the first official purchase for the swanky store.
The Bin Roye (2015) actress says: “It is important to have proper lingerie stories in Pakistan.
“Women deserve to feel good about themselves, and it’s important to be able to buy the right innerwear whether it’s for comfort or just for fun.”
amanté has signed a franchise agreement with Pakistan’s premium brand retailer SFnZ & Co in order to expand into the Pakistani market.
Niranjan Wijesekera, CEO of MAS Brands which owns amanté, says: “We understand the emerging Asian woman and her evolving needs in the line with global trends, hence we are extremely delighted to launch amanté in Karachi.
“We are confident that the consumers of Pakistan will embrace the brand wholeheartedly and we look forward to bringing them a fashionable and premium lingerie experience.”
In order to develop its retail, SFnZ & Co is aiming at high-end malls in Pakistan with plans to expand its retail reach within the next three years with amanté.
The store will present the brand’s quality range of sleepwear, active wear and swimwear along with their special collections for every occasion.
The interior and design of the store features full-glassed window displays, which reflect the amanté’s worldwide legacy.
Filled with colourful and luxury items, this premium store certainly fills a void for innerwear in Pakistan.
amanté is the favoured fashion forward lingerie brand amongst the discerning Indian costumer, and proudly stands among the five premium lingerie brands in India.
After its rapid success since first launched in India in 2007, the collection was introduced the Sri Lankan market in 2012, before hopefully taking over the Pakistan market in 2016.
amanté is present in over 250 large format stores, 1,000 multi-brand outlets, as well as 4 boutiques.
Until now, only international brand name lingerie was available in South Asia.
amanté, with products specifically developed for South Asian women, will be able to cater for the different body shapes and preference for lingerie for their customers.