About U Fashions Pvt Ltd”, a pioneer Group Company will mark its foray in the lingerie Segment with a dazzling fashion show for its brand “About U” (International Lingerie for the gen X Girls) at Hotel Intercontinental the Grand tomorrow.

In the First phase, the company targeting Premium MBO’s in north India and Major Large Format Stores to sell its products Across India. The product would be available on the shelves of around 70 MBO’s in North India and 3 large format stores across India by the 1st Week of July.

About U Fashions Pvt. Ltd, through its tie up with five world class lingerie manufacturers from Thailand, Hong Kong, Indonesia & Srilanka will introduce three product categories i.e “10 hours”, “Shiny Disco” & “Love Is Back”. The trendy styles with great fits will offer a complete lingerie wardrobe for the new generation Indian girl.

Addressing media on the eve of the launch of lingerie range branded ‘About U’, Mr. Harsh Vardhan Bassi, Executive Director, Pioneer Group said: “The lingerie market in India is around 2000 crore out of which 350 crore is for premium brands. The premium lingerie market in India is growing at approximately 30% per annum and is very fragmented. This offers an exciting opportunity for us to venture in this market.”

The extensive research has enabled the team About U to understand the lifestyle of girls and has designed three exciting collections for all those hectic workdays, chilled-out after-hours and happening weekends of the Gen X girls. About U is a premium brand targeted at middle and upper middle class customers and would be available between the price band of Rs. 299 – Rs. 1499.

With no significant competition in the market, “About U” line of international lingerie is bound to be a hit among the young generation

- End -

Pioneer Group

About U Fashions Pvt Limited is a part of the pioneer group which includes Pioneer Embroideries Limited (PEL), one of India’s largest manufacturers and exporter of all types of embroideries and braided laces. It is one of the largest players in Asia in the embroidery manufacturing segment and the second largest manufacturer in the world for crochet/torchon laces. The company has excellent design capabilities, which differentiates it from other players in the highly unorganized industry. PEL has a library of around 50,000 embroidery designs. Hakoba Lifestyle, the retail subsidiary PEL, is one of the largest chains in the women apparels having a network of 68 retail stores and the brand Hakoba enjoying a very high recognition amongst its target client group.