Lux to be a youth-centric brand, to add new products

  • The well renowned textile brand ‘Lux’ has decided to reposition itself as a brand for youth after taking down Varun Dhawan on board for Lux Cozi.
  • The company will expand its portfolio of women’s legging manufactured by Ebell Fashion, a lux group company to women’s lingerie and loungewear segment under the sub brand
  • “Our legging business is growing by 50% a year and currently we command a market share of 38% in the mid to premium segment. With that kind of credibility we are hoping to make a place for ourselves in the lingerie segment too,” said Udit Todi, senior vice president, Lux Industries.
  • The company is adding new manufacturing plant at Ghaziabad to its existing units in Bengal, Ludhiana, Roorkee and Tirpur and increasing their present inventory and targeting an annual turnover of Rs. 2000 crore by year 2020.
  • Expanding the brand from just being innerwear, Lux is concentrating on their premium brand ONN that launched active wear last year.
  • “Last calendar year we sold fifty thousand pieces but by the end of 2017 we are targeting the sale of ten lakh pieces of ONN active wear, sold through our distributer and retailer chain,” added Todi.

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