A wholly owned subsidiary of Lux Industries, Artimas fashion has acquired the manufacturing and marketing rights of premium innerwear category of Indian Cricket Team Captain Virat Kohli’s brand One8.
Lux will manufacture and market a unique collection of one8 branded socks, innerwear and sleepwear.
“We have just acquired the rights for brand One8 socks, innerwear and sleepwear but products will be introduced around March next year. In February, we will able to give some projections but we are very optimistic about it,” Lux Industries, senior vice president Saket Todi informed.
Artimas is collaborating with Cornerstone Sport, the license owner of One8, to establish the brand as the most successful trendy innerwear brand for youth in the ‘premium’ category.
Asked whether exclusive stores could come up for One8, Todi replied, “Initially, the products would be sold in multi-brand stores but in near future the possibility of exclusive stores is also not ruled out. But, nothing is firm in this regard.”
“With One8 we intend to make a substantial inroad in men’s premium innerwear segment and I am glad to partner with Lux Industries as they have the right expertise to augment growth. One8 as a brand and now feel confident about establishing the brand and reaching out to the right audience in India and abroad,” Kohli commented in a press release.
Lux Industries was scouting for opportunities in production and marketing licensing for global brands for inorganic growth.
