MAS Brands is a subsidiary of MAS Holdings, South Asia’s largest supplier of niche market intimate wear.Inspiring the world with design, operational excellence and innovation, MAS Holdings has established themselves as the preferred supplier of the world’s foremost fashion brands.
Having conquered the intimate apparel and sportswear manufacturing sector in South Asia, MAS Holdings has embarked on an ambitious journey of building a portfolio of aspirational lingerie and lifestyle brands to capture the Asian region. MAS Brands, the division of MAS Holdings entrusted with this task, launched amanté, their very own international lingerie brand in India, during the fall of 2007. Today, the brand encompasses swimwear, sleepwear and sportswear in addition to its lingerie collections.
The journey began in 1987, when three brothers, Mahesh, Ajay and Sharad Amalean took on what seemed to be an unconventional product choice of the time, and went on to pioneer the art of lingerie manufacturing in the South Asian region.
With its emerging upper-middle class, perceived market maturity, presence and acceptance of exclusive brands, India provided attractive ground for launch. The brand has consistently maintained a reputation for excellence in product quality and leads the market in fit and design. amanté’s presence in India now spans across Large-format stores and Multi-brand outlets across the country. Today, amanté is placed amongst the top brands within the premium lingerie market segment in India.
MAS Brands invested in extensive research to understand the discerning needs of the modern Indian woman with over 2,500 women measured to develop the amanté product range that is tailored to the unique contour of this demography.
Innovations such as bonding, silicone flocking, encased underwire constructions, seamless and printing technologies enhance the comfort and visual appeal of amanté products. The brand draws further synergies from MAS Holdings’ well-established supply chain capabilities to deliver world-class garments.
Its recent investment in the UK high-street lingerie brand Ultimo, founded by celebrity entrepreneur Michelle Mone opens new avenues for MAS Brands. Ultimo’s cleavage-enhancing lingerie, innovative use of silicone gel and patented designs serve to broaden MAS Brands’ target consumer profile. Ultimo is recognized as the choice of celebrities such as Penny Lancaster, Rachel Hunter, Mel B and Kelly Brook as well as Julia Roberts in the movie Erin Brockovich. Ultimo’s access to the latest fashion trends and accessories further enhances MAS Brands’ ability to provide Asian women with fashion forward collections in step with international runways. These synergies, further consolidate MAS Brands’ vision to be the preferred premium lingerie provider across the South Asian region.
MAS Brands adds further value to consumers by practicing and promoting sustainable business ethics at all times and maintaining brand integrity through its unparalleled products, processes and people.
MAS Holdings is reputed for their ethical and sustainable working environment, and continues to be in the forefront of Women’s Empowerment through its globally recognized and award winning empowerment programme. This unique blend of manufacturing capability, “new thinking” in people, product and process; together with the ethical and sustainable business practices and skill base, continues to attract premium brands and retailers to partner with MAS.