Van Heusen Innerwear opens 700-sq-ft exclusive store in Karad
The Aditya Birla Lifestyle Brands unit has opened its sixth Maharashtra outlet in Karad, taking Van Heusen Innerwear’s India network to 160 exclusive stores. The store carries men’s and women’s innerwear, athleisure, loungewear and sleepwear.
What happened
Van Heusen Innerwear opened a 700-square-foot exclusive store in Karad, Maharashtra, expanding its Maharashtra network to six outlets and India footprint to
Key facts
- 700 square feet
- 6 stores in Maharashtra
- 160 stores across India
- Launched in 2016
- As of March 31, 2025: 4.6 million square feet of retail space
- 3,253 exclusive brand outlets
- 38,000 multi-brand outlets
- 7,000 shop-in-shops
Why this matters
The Karad launch reinforces Van Heusen Innerwear’s ability to scale a focused exclusive-store model into tier-two Maharashtra markets, supporting its strategic value as a broad lifestyle category platform.
What to watch
- Further Van Heusen Innerwear openings in Maharashtra, especially Sangli, Satara, Kolhapur, Solapur and other western Maharashtra catchments.
- Management disclosure of exclusive-store count, franchise mix, store productivity or target expansion pace.
- Evidence of women’s innerwear and athleisure gaining shelf space relative to men’s core innerwear.
- Promotional intensity, discounting or inventory-led offers that could indicate weaker new-store sell-through.
- Aditya Birla Lifestyle Brands commentary on innerwear as a growth engine and capital allocation toward its emerging-format retail network.
- Add exclusive stores in Maharashtra secondary cities and district hubs rather than concentrate only in Mumbai and Pune.
- Use the Karad store to cross-sell athleisure, sleepwear and women’s innerwear, lifting basket size beyond core men’s underwear.
- Strengthen local digital discovery, loyalty capture and assisted repeat-ordering to monetize fit trials after the initial visit.
- Recalibrate nearby multi-brand distribution to avoid channel conflict while using exclusive stores as brand and assortment anchors.