Established in 2007, amanté has evolved into one of India’s leading premium intimate wear brands, offering a comprehensive portfolio across lingerie, sleepwear, activewear, shapewear, swimwear, and loungewear. Built on a deep understanding of women’s evolving lifestyles, the brand combines fashion-forward design with superior comfort, fit, and innovation. Since becoming part of Reliance Retail Ventures Ltd. in 2021, amanté has further strengthened its omnichannel presence and accelerated its retail expansion.
The Franchising Way
Franchising has emerged as a key pillar of amanté’s retail growth strategy, marking a significant milestone in the brand’s next phase of expansion. Anchored primarily in the FOFO (Franchise Owned, Franchise Operated) model, the company is leveraging the expertise of experienced retail entrepreneurs who possess deep local market knowledge and a strong understanding of regional consumer preferences. This approach enables amanté to scale efficiently while preserving the premium brand experience and operational standards that define its identity.
The brand views franchising as a strategic partnership rather than merely a route to expansion. By collaborating with capable franchise partners, amanté combines local retail expertise with its own strengths in fashion, comfort, innovation, and customer-centricity to build a consistent and differentiated retail experience across markets. While the FOFO model remains the primary growth vehicle, the company is also evaluating FOCO opportunities in select markets where they align with its long-term strategy.
As part of its ambitious expansion roadmap, amanté plans to add 200–300 new retail doors over the next two to three years, with 10 new FOFO stores targeted by Diwali 2026 and more than 25 franchise stores expected to be operational by the end of the year. The measured expansion reflects the brand’s commitment to sustainable growth through strong partnerships and consistent execution.
Choosing the Right Franchise
amanté looks for franchise partners who are financially strong and have the capability to invest in building a long-term business. “Equally important is a deep understanding of the local market, consumer behaviour, and the ability to execute the brand experience effectively. We also prefer partners with an established retail portfolio, particularly those who have experience managing premium brands or multiple stores, as they bring proven operational expertise and a strong retail mindset,” says Deepak Jain, CEO, amante India and Srilanka.
Setting Up the Right Franchise
amanté adopts a partnership-driven approach, treating its franchisees as an integral extension of the brand. To ensure a seamless and consistent retail experience, the company provides end-to-end support across every stage of the franchise lifecycle. This begins with assistance in store design, layout planning, vendor management, and CAPEX negotiations, ensuring that every outlet reflects the brand’s premium identity and visual standards.
Beyond the store launch, amanté continues to support its franchise partners through regular product knowledge and customer service training, enabling store teams to deliver a superior shopping experience. Inventory planning and management are centrally managed by the brand to maintain the right product assortment and ensure optimal stock availability across stores. Franchisees also benefit from sustained marketing support, with approximately 5–10% of consolidated FOFO store revenue reinvested into brand-building and marketing initiatives. This comprehensive support framework enables franchise partners to focus on delivering operational excellence while maintaining a consistent and customer-centric brand experience.
“On the technology front, the brand provides and manages billing and inventory management systems, ensuring operational efficiency and consistency across stores. We also maintain close engagement through regular store visits, business reviews, performance monitoring, and ongoing training, enabling us to uphold brand standards while supporting our partners’ long-term success,” explains Jain.
Operational Backbone
Maintaining a consistent brand experience is central to amanté’s franchise strategy. The brand achieves this by standardising every aspect of the business, from store design and visual merchandising to inventory planning, technology platforms, and customer service protocols.
“The brand works closely with every franchise partner through regular store visits, performance reviews, operational audits, and ongoing staff training. With inventory, billing, and merchandising centrally managed and monitored, we ensure that every amanté store delivers the same premium experience, regardless of location,” adds Jain.
Challenges for the Franchise Model
For amanté, one of the key challenges lies in balancing rapid expansion with consistent execution across diverse markets. As consumer preferences and retail dynamics vary across regions, the brand places significant emphasis on collaborating closely with its franchise partners to uphold uniform operational standards and deliver a seamless customer experience.
“We address this through transparent communication, regular business reviews, clearly defined operating standards, and continuous support. We believe successful franchising is built on long-term partnerships, where both the brand and the franchisee are equally invested in sustainable growth and delivering exceptional customer experiences,” explains Jain.
Partners in Growth
amanté views omnichannel retail as an integrated growth strategy that brings together digital and physical touchpoints to create a seamless customer journey. Rather than treating online and offline channels as separate businesses, the brand leverages both to strengthen customer engagement, enhance brand visibility, and drive traffic to its exclusive boutiques. Through sustained investments in brand marketing, digital engagement, and a consistent retail experience across channels, amanté ensures that its franchise partners benefit from the brand’s growing reach and equity.
“Today’s consumers expect a seamless shopping experience across both digital and physical channels. Rather than viewing online and offline as separate businesses, we see them as complementary touchpoints within the same customer journey,” highlights Jain.
Profitability & Performance
amanté is pursuing a pan-India franchise expansion strategy, with a balanced focus on both metropolitan markets and emerging Tier II and III cities, where demand for premium fashion and intimate wear continues to grow. The brand sees significant potential in these markets and is expanding through partnerships with experienced local retailers who possess strong market knowledge and a deep understanding of regional consumer preferences. By collaborating with capable franchise partners, amanté aims to deliver its signature premium customer experience while making the brand more accessible to women across the country. This measured approach enables the company to strengthen its national presence while ensuring sustainable growth and consistent brand standards across all markets.
