Essential clothing retailer Modenik Lifestyle is expanding Dixcy’s premium casualwear portfolio and also seeing high double-digit growth in women’s innerwear with Enamor.
Shekhar Tewari, Chief Category and Operations Officer, Modenik Lifestyle said “Dixcy is three times the size of Enamor. Our endeavour now is to maintain leadership in existing markets and grow in markets of new opportunities.”
As per reports, the company is recording a 20 per cent year-on-year growth in menswear. “At a percentage level, Enamor’s numbers will look higher but at an absolute level, Dixcy is larger.” Additionally, he mentioned that Modenik is seeing year-on-year growth of 40-45 per cent for Enamor.
Discussing about the plans for its women’s intimatewear brand Enamor, Shekhar said that while it started as a bra-centric brand, it has since refocused its strategy and changed direction to expand into panties, shapewear as well as athleisurewear.
In terms of distribution strategy, Shekhar stated that the company is trying to double the number of EBOs in the upcoming 12 to 15 months by building 7 to 10 Enamor stores every quarter. Enamor currently distributes its products through 52 EBOs and 4,000 multi-brand retailers in Tier-1 and Tier-2 cities.
Even though Dixcy is primarily a mass-distributed brand, but yet the company is exploring the idea of EBO. Currently, Dixcy Scott is available across 1,20,000 retail outlets across the length and breath of the country.
Last year, Dixcy Textile and Gokaldas Intimatewear, which owns Enamor were merged. Notably, the company gets the majority of its sales offline and about 20 per cent via e-commerce and online channels.
Modenik Lifestyle has a portfolio of five sub-brands, including Dixcy Scott Originals, Dixcy Scott Maximus, Josh by Dixcy Scott, Slimz and Enamor.
