Brandix takes to lingerie
Sri Lanka's top apparel exporter Brandix has announced a major
addition to its portfolio, following the acquisition of full ownership
of Comfortwear (Pvt) Ltd., the Group's former joint venture with Lanka
The new cluster, Brandix Lingerie, formally launched on March 1, will
see the Group emerge as a key player in the manufacture of high end
specialty bras and complementary coordinates for global high street
labels - Marks & Spencer, H&M, and Victoria's Secret.
Associates at Brandix
"The two manufacturing facilities of Comfortwear in the Wathupitiwala
Export Processing Zone in Nittambuwa, which have been under Brandix
management since December 2008, have been restructured into a focused
bra/lingerie facility that complements the Group's extensive product
offering in categories such as casualwear, intimates, briefs, textiles,
knits and accessories," Brandix Group Director A.J. Johnpillai said.
Brandix Lingerie also acquired a third manufacturing facility within
the zone in October 2010 to achieve the scale and capacity that its key
customers require, and is looking at further expansion and consolidation
of its lingerie manufacturing capacity within the region, he said.
Brandix Lingerie Director Dave Ranasinghe said "Specialty lingerie,
particularly core and fashion bras, is a category with tremendous
potential and the Brandix Group is making a substantial commitment
through financial investment and recruitment of technical competencies
to integrate this segment into its portfolio."
The Group has also invested in a joint venture with key stakeholders
located within the Brandix India Apparel City (BIAC) in Andhra Pradesh
for the manufacture of bras to attain the depth and scale to be a
regionally significant supplier in the future" he said.
Brandix Lingerie CEO Rajiv Malalasekera said, "There was an
identified need for expansion of our capacity in this product category
considering Brandix's position as a preferred supplier across varied
product categories to established retail brands with a global presence.
There is also a visible shift by large retailers into the region to
source specialty lingerie which requires skilled labour and affordable
and reliable capacity aligned with fashion lead time requirements. Hence
there is an opportunity for Brandix to be a bigger player in this
A centralised warehouse and processing facility has already been set
up on-site to serve all three manufacturing plants of Brandix Lingerie,
a business that employs 2,600 people, Malalasekera said.
The number of employees deployed is expected to increase by a further
20 percent by the second half of the year, and the company is
considering acquiring more capacity.
Brandix Lingerie would continue to work closely with its UK-based
design partner (FSV) in supplying the fashion lingerie manufacturing
needs of Marks & Spencer, one of its principal customers, and has
invested in new machinery to strengthen its capability in specialty
lingerie, Malalasekera said.