Amanté and Aviraté launch first partnership store

From left: Padmal Silva – Deputy General Manager Centralised Operations, MAS Brands; Gayani Gunawardena – Deputy General Manager, MAS Brands; Dilini Siriwardena – CEO, MAS Legato and Board Director of MAS Brands; Darshi Keerthisena - Head of Design, Linea Aqua and Creative Director, Buddhi Batiks; Asim Younoos – CEO, Aviraté; Shirendra Lawrence – COO, MAS Holdings and Board Director, MAS Brands and Chaman Sharma – Cluster Manager, Aviraté

Aviraté CEO and MAS Holdings COO and Board Director Shirendra Lawrence

Aviraté CEO Asim Younoos and Head of Design, Linea Aqua and Buddhi Batiks Creative Director Darshi Keerthisena

• Heralds new frontiers in modern fashion retail

The first partnership store by leading lingerie brand amanté and international fashion brand Aviraté was launched at the Marino Mall in Colombo 3. 

This is the first time two homegrown global fashion brands have fused their distinctive strengths to launch a partnership of this nature for their clientele in Sri Lanka. Both are premium and well-loved brands with a strong overseas presence.

The store in Marino Mall features clothing from Aviraté spanning all the wardrobe essentials for the modern, lifestyle-driven customer – from day and evening wear to coordinates, accessories and footwear. Customers will also be able to browse lingerie, sports bras, swimwear and sleepwear from amanté’s latest collections. The new partnership store provides an opportunity for customers to avail themselves of a seamless, all-inclusive shopping experience between two fashion worlds. Marino Mall was selected to effectively cater to Colombo’s diverse clientele and to expand the brands’ consumer reach within new urban spaces in the city. The launch event was attended by the media, customers and dignitaries while Darshi Keerthisena graced the event as its Chief Guest. 

“The crux of the partnership lies in the amalgamation of similar brand values, principles and synergies. The partnership store is the first step in creating a lasting and sustainable retail model both in Sri Lanka and India, offering a complementary and comprehensive portfolio of products to our clientele. The future of retail is changing, and it is up to businesses to navigate these changes and offer invigorating shopping experiences for modern consumers,” noted MAS Brands CEO Vivek Mehta.

Commenting on the launch of their first partnership store in Sri Lanka, Aviraté CEO Asim Younoos emphasised that this was the first of more to come. 

“This is a pivotal point for both the brands as they bring unique strengths into the mix, have a global footprint and are truly Sri Lankan in identity and world-class in quality. This is the inaugural chapter of what we hope will be a long-lasting and fruitful business partnership, replete with exciting opportunities to explore the potential for fashion and retail,” said Younoos. Aviraté is an international fashion brand owned by leading Sri Lankan apparel manufacturer, the Timex & Fergasam Group. While the company has been in operation since 1967, its retail journey with Aviraté began in June 2010 and has since expanded to multiple locations in India and Sri Lanka. Both the Aviraté Signature and Classic collections are designed in line with the latest international fashion trends, tailored for the modern customer.

Amanté is owned by MAS Brands, a subsidiary of MAS Holdings – South Asia’s largest supplier of intimate wear, activewear and swimwear with over 25 years of global manufacturing expertise. Amanté’s fashion proposition is style, comfort and value in lingerie for the modern Asian woman. Its product portfolio is designed with a focus on the unique contours and style of the South Asian silhouette.

The amanté and Aviraté partnership store is situated at Shop #7, Ground Floor, Marino Mall, No. 590, Galle Road, Colombo 3. Its hours of operation are weekdays from 10.00 a.m. to 8.00 p.m. and weekends from 10.00 a.m. to 9.00 p.m.