Van Heusen Innerwear, part of Aditya Birla Lifestyle Brands Ltd., today announced the expansion of its flagship store in Jayanagar, Bengaluru. The refreshed outlet, spanning 1,500 sq. ft., is positioned as a unified destination for innerwear, loungewear and athleisure — housing both its men’s and women’s ranges within a single, distinctly zoned retail space.
The store is designed to cater to the urban consumer’s evolving lifestyle needs, with a curated mix of performance-driven styles that the brand says blend innovation with fit and functionality — suitable for everything from the workplace to the gym.
Speaking on the occasion, Preeti Gupta, Chief Business Officer, Van Heusen Innerwear said, “Bengaluru represents a progressive and style-aware consumer base that values both innovation and comfort. With our expanded Jayanagar store, we are deepening our engagement with the city and offering a more comprehensive retail experience. Innerwear today has evolved from a basic essential to a category driven by technology, fit, comfort and design. By bringing our men’s and women’s collections together in one destination, we aim to serve the modern consumer’s complete lifestyle needs.”
The store’s women’s offering centres on two hero products — the Cotton Minimizer, designed for fuller figures with all-day support, and the Seamless Bra, engineered for an invisible finish under clothing. The men’s section spotlights the Bonded Innerwear range, marketed as a second-skin fit that holds through the day. Both sections are complemented by a selection of loungewear and sleepwear.
To mark the launch, the brand is offering Rs 500 off on purchases of Rs 1,499 or more for a limited period.
Founded in 2016, Van Heusen Innerwear operates in the mid-premium segment with a portfolio spanning innerwear, athleisure, activewear and loungewear.
