Modenik merges Dixcy, Enamor to expand portfolio

14 November 2022, Mumbai:

Essential clothing retailer Modenik Lifestyle is looking to expand its premium casual wear portfolio under its legacy men’s innerwear brand Dixcy.

Modenik is the merged entity of Dixcy Textiles and Enamor’s parent company Gokaldas Intimatewear. Dixcy is three times the size of Enamor. Modenik’s endeavor now is to maintain leadership in existing markets and grow in markets of new opportunities.

The company is recording a 20 per cent year-on-year growth in men’s wear. At a percentage level Enamor’s numbers will look higher but at an absolute level Dixcy is larger.

When women's intimate wear brand Enamor started as a bra-centric brand, the company has refocused its strategy and pivoted to grow across panties and shapewear and athleisurewear. Modenik is seeing year-on-year growth of 40 per cent to 45 per cent for Enamor. The company is opening seven to ten Enamor stores every quarter and is aiming to double the EBO count in the next 12 to 15 months.

Presently, Enamor sells through 4,000 multi-brand outlets and 52 EBOs across Tier I and II cities. While the company is exploring the idea of EBOs, Dixcy is primarily a mass-distributed brand. Currently, Dixcy Scott is available across 1,00,000 stores.The company gets the majority of its sales offline and about 20 per cent via e-commerce and online channels.

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