A few weeks back, on a Saturday night India gave a very huge welcome to the entry of the leading European brand in
lingerie - CHANGE. Lingerie denotes excitement, sensuality and elegance and is the most
intimate wear of any woman, & captures the feminine,
fashionable and adventurous essence of a woman. Lingerie is a secret expression of her innermost feelings. No wonder today's women are always attracted to a glittering array of styles, colors and textures. Realizing this, CHANGE the world famous
premium lingerie brand has announced its debut in India.
The highlight of the scintillating event was a showcase of models walking on the ramp, displaying the beautifully designed, highly innovative, latest trend of intimate apparel for the Indian consumer.
CHANGE LINGERIE is designed and developed in Denmark by Danish designers since 1997 offering a complete range of lingerie,
beachwear, home wear and nightwear. CHANGE Products are made of the finest silks, exclusive embroideries, the softest micro fibers and sophisticated laces, sourced from reputable suppliers around the world. The meticulously design offers the customer a variety in styles and sizes ranging from A-Cup to J-Cup, with the combined unique experience of a personal fitting with highly trained staff. Today, CHANGE enjoys a presence in over 20 countries throughout the world, over 100 company owned CHANGE concept stores, lingerie specialist stores and department stores.
For the India entry, CHANGE has joined hands with the largest integrated franchise and retail solution provider Franchise India Holdings Limited (FIHL). CHANGE plans to open its first exclusive outlet by the end of this fiscal year and for strengthening its footprints in India, CHANGE also plans to open 150 outlets in span of 3-5 years concentrating in 10 leading metros with an investment of USD 5 million.
On the occasion of the launch of CHANGE in India, Mr. Niels Krogh, Director, CHANGE, Denmark, says, "When it comes to style, fashion and trendy wear, India has emerged as one of most fashionable country. We at CHANGE decided to enter India and create an environment where every woman can go and feel like her true self. Every aspect of the CHANGE store will be designed for the customer to experience the most exquisite lingerie in store renowned for its beauty and refreshing atmosphere. We want our customers to feel cozy and comfortable while shopping."
With changes in styles of women's wear across India, the increased Western wear trend, there is a need for specialized lingerie with the perfect fit, such as strapless, halter neck, seamless T Shirt and Sport Bras, Hipster, Tai,
String and Bikini briefs. To the Indian customer, CHANGE offers a wide variety of lingerie in a fit that feels, just right. "It's all about feeling beautiful," in comfort.
