KARACHI: amanté, the high end premium lingerie brand, opened its flagship store over the week end at the Dolman Mall, Clifton in Karachi. The glitzy launch was attended by fashionistas, media and enthusiastic consumers. There was abuzz around film icon Mahirah Khan who opened the store and made the first transaction to set the ball rolling.
Pakistan’s premium brands retailer SFnZ& Co. Ltd. signed a joint venture agreement with the high-end South Asian brand; amanté from MAS Holdings Group to expand into the Pakistani market. Inauguration of the store was held by Pakistani actress and style icon, Mahira Khan, along with Niranjan Wijesekera, CEO MAS Brands (Private) Limited Colombo, Sri Lanka; Amal Fernando – GM New Business MAS Brands Pvt. Ltd, Sri Lanka; Gayani Gunawardena, DGM – Marketing MAS Brands Pvt. Ltd., Colombo; Eshara Silva, AM – Brand Development MAS Brands Pvt. Ltd. Colombo and Nadeem Ansar, CEO SFnZ & CO.
amanté’s collection of fine lingerie has been designed and styled to suit the South Asian woman. In order to expand its retail base SFnZ& Co is targeting other high-end malls in Pakistan and plans to expand its retail reach to 10+ outlets within the next three years with amanté.
Passionate and uncompromising with their brand experience, amante’s international design and styling has always been the focus of their collections. The brand uses the finest materials and accessories to suit modern women while maintaining brand integrity through their products, processes, and people. The brand stands to emphasize on a personality that benefits the modern woman emotionally and connects with her needs.
The store will also introduce amante’s premium range of sleepwear, activewear, and swimwear along with their special collections to celebrate every occasion. The store design and interiors reflect amante’s legacy worldwide, defining the space as an ideal place to shop for the most intimate components of a woman’s wardrobe.
Nadeem Ansar, Chairman SFnZ& Co. Ltd says, ‘amante specializes in the field of lingerie. While amanté is distributed and marketed across other South Asian countries, this is the first time that this very prominent Sri Lankan brand will enter the Pakistani market. We are delighted to bring this top quality brand to the Pakistani market, and give our consumers a best in class experience.’
Commenting on the amanté launch in Pakistan, Niranjan Wijesekera, CEO, MAS Brands (Pvt) Ltd stated, “We understand the emerging Asian woman, her needs and her changing desires in line with global trends. As such amanté is a brand which caters to igniting the feminine spirit, enabling her to be whoever she chooses to be. The amanté Boutique has been designed to cater to these needs offering a space with exclusive choice, ambience and privacy. Hence we are extremely delighted to launch amanté in Karachi as our third South Asian market, after India and Sri Lanka. 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.”
Having launched in India in 2007, amanté is present in over 250 large format stores, 1000 multi-brand outlets, 4 exclusive boutiques while maintaining a strong online presence. Today, amanté proudly stands among the five premium lingerie brands in India, and is the preferred fashion forward lingerie brand amongst the discerning Indian consumer. In 2012, MAS brought amanté to Sri Lanka and has seen phenomenal success since inception.