Amanté opened its flagship store last 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. With a vision to be the leading premium lingerie brand in the Asian region, amanté promises to offer fashion, comfort and quality in the right measure to the Asian woman. amanté believes that a fashionable and confident woman deserves a product that is modelled to fit her silhouette and made to suit her surroundings. amanté is a part of MAS Brands which is a subsidiary of MAS Holdings, South Asia’s largest supplier of international intimate wear. The brand embodies 25 years of excellence held by the conglomerate in lingerie manufacturing.
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.
Amante Store comprises of premium range of sleepwear, activewar and swimwear along with special collection for different occasions. Having women representatives around at the store also bring their female customers at ease. I loved the overall store ambiance and would definitely drop by again to check out their product offerings.
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.”
Here’s what Mahirah Khan has to say about the newly launched brand in Pakistan:
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.
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