This brand is set to become a complete women’s wear brand by foraying into the intimate wear market Lyra, the pioneers of organised branded women’s legging in the mid to premium segment, has expanded its portfolio and ventured into the lingerie segment. Positioned as leggings for anytime anywhere, the manufacturers of Lyra, Ebell Fashion Pvt. Ltd., a Lux group company has recently launched intimate wear for women under the same brand name.
Elaborating on the upcoming new collection, Mr Udit Todi, Senior Vice President, Lux Industries Ltd, “Lyra today enjoys a very high level of consumer awareness and consumer loyalty. In a short span of time, Lyra has successfully established itself as the largest legging brand in the women’s wear segment. With topmost quality and comfort features, Lyra has emerged as the market leader in the leggings category with highest brand recall in the organised retail and online space.”
He further added, “We have extended our brand portfolio to intimate wear to emerge as the most sought-after women’s wear brand in the country. With our battalion of strong retailers and distributors across India, we plan to reach out to our discerning customers. In the online space, in addition to our own website, we have tie-ups with leading e-commerce sites to sell our new products. We have competitively priced our products keeping in mind the price sensitivity of the Indian consumers.”
The company has positioned Lyra Lingerie in the market as the affordable fashion range. With a collection of eight style ranges of bras and four designs of panties, Lyra targets the self-independent, emancipated women who are fashion conscious and prefer to own the right priced products.
Lyra bras are made of super stretch combed cotton fabric and seamless wrinkle-free cups for right comfort and support. Innovative crossover designs and soft adjustable straps with perfect stretch ensure natural shaping and mark free skin. Made of breathable Modal blended cotton fabric, Lyra panties comprise of both hipster and bikini styles. Its modern fit sits just below the waist and adds complete front and back coverage. Soft signature waistband leaves no marks on your skin and ensures all day comfort.
With the launch of Lyra Lingerie, the brand is all set to delight the consumers ensuring stupendous brand success.