Since 2007, amanté has established itself as a leading premium lingerie brand, offering a thoughtfully curated range of bras, panties, nightwear, shapewear, and sportswear. Known for blending style, comfort, and functionality, amanté delivers fashion-forward essentials that resonate with the evolving needs of today’s women. With a strong retail presence and growing consumer demand, the brand presents a compelling opportunity for franchise partners looking to invest in the high-growth intimate apparel segment.
Going The Franchise Way
At amanté, the decision to adopt the franchising model was rooted in the brand’s ambition to expand access to premium, fashion-forward lingerie across India and Sri Lanka. The brand’s custodians saw rising demand beyond metro cities—from women seeking the perfect blend of comfort, innovation, and style—and franchising offered the right balance of scalability and local entrepreneurship to fulfill that demand.
Moreover, amanté’s Exclusive Brand Outlet (EBO) ecosystem plays a crucial role in this strategy. It gives us a direct-to-consumer touchpoint that not only delivers a curated brand experience but also serves as a testing ground for innovation. From fit enhancements to introducing state-of-the-art fabric technologies and fashion-forward designs, EBOs allow amanté to launch, learn, and refine quickly.
Franchising, backed by a strong EBO network, has helped drive growth while staying agile, relevant, and deeply connected to the modern woman’s needs. The brand seeks franchise partners across India, mainly in Tier 1 and 2 cities.
Franchising as a Growth & Profitability Contributor
Franchising plays a pivotal role in amanté’s growth strategy, a strategic growth engine that drives scale, profitability, and customer intimacy in equal measure. By partnering with passionate local entrepreneurs, amanté has expanded its footprint into high-potential Tier 2 and Tier 3 cities, tapping into demand that might otherwise go underserved.
From a profitability standpoint, franchising is a capital-light model for the brand, enabling it to grow without overstretching internal resources, while still ensuring each outlet meets brand standards.
More importantly, their franchise-led EBO ecosystem fuels deeper customer engagement. These stores act as brand hubs—allowing amanté to test innovations, gather insights, and offer a curated shopping experience that builds loyalty and lifts overall lifetime value.
Finding The Right Partner
amanté is always on the lookout for franchise partners who don’t just bring capital, but share the brand’s passion for delivering premium experiences to modern women.
Retail experience, especially in lifestyle or fashion categories is a strong advantage, but alignment with amanté’s brand ethos—attention to detail, a deep understanding of customer service, and a commitment to maintaining the integrity of the amanté experience—are extremely important.
Partners with strong local market knowledge, operational discipline, and the willingness to invest in long-term brand building are preferred. In fact, at amanté, the most successful partners are those who treat the store not just as a business, but as an extension of the brand—curating a space where women feel confident, comfortable, and inspired.
Setting Up for Success
amanté firmly believes its franchise partners are an extension of its brand—so it invests heavily in setting them up for success.
- Store: From the start, amanté offers end-to-end support that includes assistance in site selection, store design, visual merchandising, and store launch.
- Operations: Franchisees and their teams undergo structured training programs covering product knowledge, customer experience, selling techniques, and operational excellence. These aren’t just one-time sessions—continuous learning modules, regular refreshers, and seasonal product updates are provided to keep teams sharp and aligned with brand expectations.
- Marketing Support: Robust marketing support is provided—both for national campaigns and hyperlocal strategies—to drive footfall and awareness. Backed by amanté’s strong retail SOPs and technology-driven tools, franchisees benefit from real-time insights, inventory optimisation, and performance tracking.
In short, amanté doesn’t just hand over a brand to a partner, it builds a partnership grounded in capability, consistency, and shared growth.
Consistency All The Way
For amanté, brand consistency is non-negotiable—it’s what builds trust, loyalty, and differentiation in a competitive market.
- SOPs: Every franchise store delivers the same elevated brand experience through a tightly integrated ecosystem of design, training, technology, and SOPs. From the moment a customer walks in, everything—from store layout and lighting to VM standards and trial room experience—is aligned to brand guidelines. amanté provides franchise partners with detailed playbooks and regularly audit stores to ensure compliance without compromising agility.
- Training: In-house training modules ensure that store teams are not only product experts but also brand ambassadors who embody amanté’s tone, values, and service standards.
- Technology: Retail technology systems enable centralised inventory control, consistent pricing, and unified promotions across geographies. Most importantly, amanté fosters open communication with partners so that feedback flows both ways, helping continuously elevate the brand experience, together.
Navigating Roadblocks
One of the key challenges in a franchise-led model is ensuring that every partner sees the brand not just as a business, but as a long-term vision worth investing in.
- Brand equity: amanté operates in the premium space—so maintaining that elevated brand experience requires consistent investments in store aesthetics, staff training, and inventory depth. Aligning on this with franchise partners—especially in newer or developing markets—can be tough.
- Trust: Franchising is a two-way relationship that matures over time. Building trust means showing up with transparency, timely support, delivering on shared business goals, listening closely to local feedback and being flexible without diluting the brand.
- Basics of Relationship: Clarity in communication, data-driven decision-making, and shared wins are important. When partners feel heard, supported, and are profitable, they invest more deeply, and the brand wins consistently.
Key Guidelines & Investment Expectations
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Future Proofing the Franchise Network
Looking ahead, strengthening the franchise network is a key strategic priority for amanté, done through a blend of innovation, enablement, and deeper integration.
Retail Technologies: Investing in smarter technologies, tools that give franchisees real-time visibility into store performance, inventory optimisation, and customer insights. These drive operational efficiency and more responsive merchandising.
Digitisation: On the experience side, amanté is piloting new store formats for smaller markets, while also enhancing in-store digital engagement through tools like virtual fitting and assisted selling solutions.
Training: Reimagining the training ecosystem—moving toward more modular, app-based learning for franchise staff to improve consistency and speed of onboarding.
Marketing Support: Building a stronger partner ecosystem with better marketing toolkits, co-branded campaigns, and performance-linked incentive structures that drive mutual growth.
amanté firmly believes that the future of franchising in Indian fashion retail will be hybrid, high-touch, and highly data-driven. As digital-first consumers demand seamless, personalised experiences, franchise models must evolve from pure brick-and-mortar to being omnichannel hubs—serving not just walk-ins, but also click-and-collect, endless aisle, and hyperlocal fulfillment needs.
For premium brands like amanté, the franchise store is no longer just a transactional point—it’s a curated brand theatre. Consumers expect more than product—they want storytelling, styling, and service. That means franchisees will need to invest not just in space and stock, but in technology, training, and customer experience design.
The most successful franchise networks in the future will be those that operate with the discipline of national brands but the agility of local retailers—powered by insights, enabled by tech, and driven by experience. amanté sees this shift as an opportunity to deepen customer connections, co-create with partners, and build a modern retail ecosystem that’s both profitable and premium.
