Having conquered the intimate apparel and sportswear manufacturing sector in South Asia, MAS has embarked on a journey of building a portfolio of aspirational lingerie and lifestyle brands to capture the Asian region. Operating from its purpose built office premises in Colombo 03.
Mas Brands, the division of MAS Holdings entrusted with the task, launched amante, their very own brand in India, during the fall of 2017.
With its emerging upper middle class, perceived market maturity, presence and acceptance of exclusive brands, India provided attractive ground for launch. The brand has consistently maintained a reputation for excellence in product quality and leads the market in fit and design. amante’s presence in India now spans over 1,200 multi brand stores, 200 large format stores 7 exclusive brand stores and leading e-commerce sites in over 20 states in the country. Today amante is placed amongst the top brands within the premium lingerie market segment in India. amante also expanded its operations in Pakistan opening its first boutique in Karachi in May 2016. It also plans to open up to 5 boutiques in Pakistan within the next few years.
Consolidating seven years of success in the competitive Indian market place, MAS Brands brought amante home to Sri Lanka in 2012. Beginning with leading modern retailers across the country, the ensuing progress led to the opening of its flagship boutique in Colombo , in December 2013. The boutique was designed in consultation of international retail architectural specialists to recreate a shopping experience on par with global fashion capitals.
The aesthetic boutique is located at the recently refurbished Racecourse Mall, a colonial masterpiece and heritage site. Expansion has taken the brand beyond the borders of the capital city with further growth in progress and another boutique was opened hill capital of Kandy in November 2015. Aggressive growth in the South Asian region will be followed by further expansion to capture the ASEAN markets with the intention of becoming a key regional player in the lingerie retail sector.
Founded by celebrity entrepreneur Michelle Mone OBE in 1996, UK high street lingerie brand Ultimo opened new avenues for MAS Brands. The Ultimo brand was built on a strong heritage of quality craftsmanship, offering consumers premium lingerie that combines innovative silicone gel proportion with patented designs serve to broaden MAS Brands’ target consumer profile.
Ultimo is recognized as the choice of celebrities such as Pennny Lancaster, Rachel Hunter, Mel B and Kelly Brook as well as Julia Roberts in the movie Erin Brockovich. Ultimo’s access to the latest fashion trends and accessories further enhances MAS Brands’ ability to provide Asian women with fashion forward collections in step with international runways.
The most recent investment, THINX, is an innovative health and wellness underwear that has revolutionized and reimagined feminine hygiene products to provide support, comfort, confidence, and peace of mind to women, whilst breaking taboos surrounding menstruation THINX aims to empower women and girls around the world. The brand operates out in New York, which functions as the main design centre, while production takes place through MAS Sri Lanka.
These synergies, further consolidate MAS Brands’ vision to be the preferred premium lingerie provider with a portfolio of iconic, aspirational and close to skin fashion brands across the South Asian region.