Angelform, Chennai based lingerie company, is going in for a designer overhaul. The brand that has been in existence since the ultra orthodox brown paper packaging days of lingerie sales through backroom counters, has now decided to get hip and happening.
Working in the same direction, it has, according to sources, inked a deal with Rubecon. The aim is to reenergize its base and take it further into territories of emerging competition. The account is reportedly worth Rs 1 crore.
Sources reveal that with increased penetration of brands like Lovable, Jockey and many more, this market segment has multiplied manifold. Angelform, hence needs to shake off its old fashioned image to expand its reach in this growing market.
The traditional bastions of the brand have been Tamil Nadu and Kerala regions with some parts of Karnataka and Andhra Pradesh also finding the pocket friendly price ranges of RS 40-200 as a favourable.
Rubecon's success story includes Colorplus, in the complete turnaround from a small regional brand to becoming a national and even internationally known name. Now the question is whether the self avowed creative boutique would be able to repeat its previous feat?