Van Heusen to launch new WFH clothing brand

ABFRL’s formal wear brand Van Heusen plans to launch a new sub-brand for work-from-home (WFH) and comfort clothing.The brand’s stores will sell more T-shirts, denim shirts, jeans, casual jackets and casual shirts under the Denim Labs sub-brand designed for both for men and women.

The collection will be displayed in a 300 to 350 sq ft area in a store spanning 1,500 to 1,800 sq. It will be sold at over 200 of the brand’s outlets, multi-brand retail stores and the retailer’s own website, apart from Myntra. Abhay Bahugune, CEO expects the collection to draw 10 per cent of the brand’s business in the next 12 months.

In January, ABFRL signed a definitive agreement to acquire a 51 per cent stake in luxury designer label Sabyasachi to expand in the ethnic wear market. Meanwhile, Flipkart’s minority investment in ABFRL will see it expand its range on the marketplace as well as its fashion platform Myntra.