Van Heusen Innerwear from the house of Aditya Birla Lifestyle Brands Ltd. has announced the launch of its new exclusive store in Karad, Maharashtra. The 700 sq. ft. outlet was inaugurated by Preeti Gupta, Chief Business Officer, Van Heusen Innerwear and Shri Shivaji Keshav Salunkhe, Franchise Partner, Van Heusen Innerwear, Karad. With this addition, Van Heusen Innerwear now operates 6 exclusive stores in Maharashtra and 160 stores across India.

The new store has been designed to offer a seamless shopping experience across Van Heusen Innerwear's premium portfolio of innerwear, athleisure, loungewear and sleepwear. Featuring dedicated sections for men and women, it showcases the brand's latest collections in a contemporary retail environment. The offering blends innovation, refined fits and everyday functionality, with supportive essentials for women and versatile, performance-led styles for men designed to complement modern lifestyles. The launch also brings the brand’s innovation-led essentials closer to consumers in Karad, offering thoughtfully engineered products that deliver superior comfort, fit and performance for everyday wear.

Pic: Preeti Gupta Chief Business Officer Van Heusen Innerwear inagurating the Karad store with Shivaji Keshav Salunkhe Franchise Partner

Commenting on the launch, Preeti Gupta, Chief Business Officer, Van Heusen Innerwear, said, "We are seeing a growing preference among consumers for products that seamlessly combine functionality with style, especially in emerging cities like Karad. The launch of this store is part of our larger vision to strengthen our retail presence and create more touchpoints where consumers can experience our products firsthand. Through this exclusive brand store, we are bringing our portfolio of premium essentials closer to consumers in Karad, offering thoughtfully engineered products that deliver everyday comfort, innovative fits and all-day performance."

To celebrate the launch, the store introduced a range of customer-focused initiatives, including complimentary bra-fit sessions by professional experts throughout the seven-day launch period, helping customers find their ideal fit. Customers could also enrol in the Power Club membership programme and enjoy exclusive launch offers. As part of the inaugural celebrations, customers shopping for ₹1,499 or more can also avail a special launch benefit of ₹500 off during the promotional period. The store has been hosting engaging in-store activities throughout the launch week, creating an exciting shopping experience while giving consumers an opportunity to explore the brand's latest innovations and premium collections firsthand.

The store houses several of the brand's signature collections. For women, the range includes the Cotton Minimizer, thoughtfully created to offer enhanced support and comfort for fuller figures, along with the Seamless Bra collection that delivers a smooth, invisible finish under everyday outfits. For men, the Bonded Innerwear range is designed for a sleek, lightweight feel and all-day comfort.

Customers can also explore an extensive selection of loungewear and sleepwear that combines relaxed silhouettes with functional design, making the collections suitable for both downtime and everyday routines.

With the launch of its Karad store, Van Heusen Innerwear continues to make its premium product portfolio more accessible while delivering thoughtfully crafted innovations, precise fits and effortless style that help consumers feel comfortable and confident every day.