Lyra, the pioneers of organized branded women legging brand in the mid to premium segment from the house of Lux, announced today that the company will be expanding the portfolio and venture into the lingerie and loungewear segment. Positioned as legging for anytime anywhere, the manufacturers of Lyra, Ebell Fashion Pvt. Ltd., a Lux group company will soon launch intimate wears for women under the same brand name.
Elaborating on the upcoming new collection, Mr. Udit Todi, Senior Vice President, Lux Industries Ltd mentioned, “Lyra today enjoys very high level of consumer awareness and consumer loyalty. Lyra has successfully established itself as the largest legging brand in the women wear segment. We are the market leaders in the legging category with highest brand recall in the organized retail or online space. Our legging business is growing by 50% a year and currently we command a market share of 38% in the mid to premium segment.”
He further added, “We plan to extend our brand portfolio to intimate wears like lingerie and loungewear for women. With our more than 5000 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 will have tie-ups with leading e-commerce sites to sell our new products.