Ludhiana-based T-shirt major Duke is repositioning its thermal wear/innerwear brand as ‘comfort wear’ retail brand. The group’s that exports to the likes of Wal-Mart and Kmart, is hoping to extend its domestic retail presence beyond the middle markets, to high-end club wear segment through its subsidiary Neva Garments Limite, its inner wear arm. The domestic innerwear giant that claims to be market leader in thermal wear, is all set to blossom as a retail giant and would be targeting the premium ‘comfort wear’ segment for both home and the body. According to Neva Garments director Mr. Vishal Jain, the company’s 10 maiden stores as they open across India during the next one year, would be retail everything from knitted bed comforters, to socks, expensive lingerie, innerwear et al. “The group is pitching Neva as an up market
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| brand for inner and comfort wear and is planning to start the retail foray with 10 exclusive Neva stores on a franchisee model by next year. One store is already functional in Hyderabad and we are looking at locations like Jaipur, Delhi, Vizag, and even overseas for other stores,” revealed the company’s director. According to him, the advertising strategy is being worked on by Mudra and the company would be spending about 12% of its turnover on the entire image changeover. “Miss Switzerland and World Aerobics Champion have already been chosen as brand ambassadors in keeping with the ‘international imagery’ of the brand,” he added. He further clarified that though Neva would continue to share shelf space with other Duke brands like Zippers and Kreyons at company owned outlets called D-Spots, the new exhaustive range made it possible for the company to open its own exclusive outlets. 
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