Groversons Group started in 1953 with the visionary idea of introducing comfortable and fashionable lingerie for women. Over 7+ decades, it has built a strong legacy in the lingerie industry and has adapted and expanded offerings to meet the changing needs and preferences of customers.
“Our brand GS Paris Beauty focuses on targeting the younger generation with new styles and a modern take on everyday essentials. We have a huge range of products that satisfy every woman’s needs,” says Siddharth Grover, Director, Goversons Group.
“Whether it’s lingerie for everyday use or special occasions, active wear for high-intensity workouts or comfortable loungewear and nightwear, GS Paris Beauty has everything.”
Vision & Mission
The brand is committed to inspiring women and empowering them with comfortable yet modern and trend-driven garments.
“We aim to be known globally as the most approachable women’s lifestyle brand that provides products with the best ȃ ts and designs at a great value to the consumer,” says Grover.
Target Audience
GS Paris Beauty caters lingerie and loungewear to the modern women aged 20 to 35, who seek fashion with comfort, luxurious yet affordable quality products, who express their confidence and individuality through their clothing choices and who value innovation, aesthetic appeal and functional design along with the latest trends.
Product Innovation
Groversons Group’s products strike a balance between
• Comfort: Prioritising softness, breathability, and support.
• Functionality: Incorporating features like easy-care fabrics, adjustable straps, or seamless designs, wire-free.
• Style: Offering trendy designs, colours, and patterns that appeal to aesthetics.
The brand has a varied size range to ensure inclusivity for all body types – petite sizes for smaller frames, plus sizes for curvier figures, extended sizes to accommodate taller or shorter women and even adaptive sizes for women with disabilities or unique ȃ t requirements.
By doing so, it aims to
• Promote body positivity and self-acceptance
• Provide equal access to comfortable and stylish lingerie for all women, regardless of their body shape or size
• Foster a sense of belonging and inclusivity
• Stay relevant and competitive in a market that increasingly values diversity and inclusivity
• Reach a wider audience and build brand loyalty
Futuristic Fabrics
Innovative fabrics and seamless construction styles are an essential part of GS Paris Beauty. “Fabrics like micro modal, bamboo, 100% premium cotton; seamless construction styles in molded foam for comfort without underwire for wire-free support and 3D Knitting for flexible, seamless garments for a second-skin feel are imperative to our operations,” explains Grover.
Expansion Strategies
The brand, whose store location strategy revolves around Metros, Tier I and 2 cities, is also planning on expanding into sleepwear, shapewear and compression clothes soon. Grover says his brand regularly uses influencer collaborations for authentic promotion and content, user-generated content to encourage customers to share their looks using brand hashtags, reels to create styling guides and relatable content with products and stories and polls to engage with consumers.
“Aside from this, body-positive campaigns to promote inclusivity with diverse models and empowering messages, awareness campaigns and contests and giveaways help drive engagement, boost sales and foster brand loyalty,” Siddharth Grover concludes.
