• With its advent in Sri Lanka it revolutionized the lingerie industry in our country
amanté is well established and widely known in Sri Lanka as the leading intimate apparel brand, but although it is a name which is gaining more popularity by the day with the ladies and one that they have begun to love – most don’t know the origin of this.
The word “amanté” originates from Latin and Romance languages. It is derived from the Latin word “amans” or the Spanish/Italian “amanté”, both meaning “lover”or “one who loves”. The root of the word is the Latin “amare,” meaning “to love”. In Spanish, Italian, and Portuguese, “amanté” functions as both a noun and an adjective, describing someone who loves deeply or passionately.
The story of amanté an intriguing and exceptional story thus began in Bangalore, India in 2007 and ever since as aptly titled and as the meaning of the word would have it, the women keep falling in love with it.
By offering modern designs for the contemporary woman, as a brand, amanté understood the need to offer intimate wear that was unique, functional, and sophisticated – designed especially for the needs of contemporary women.
With its advent into Sri Lanka in 2012, amanté ushered in a standard of comfort, support and innovation unlike anything previously available – revolutionizing the lingerie industry in Sri Lanka.
Pairing thoughtful design with high quality materials – amanté delivered unprecedented products for discerning customers. The brand has succeeded in building a strong following over the last 18 years, leading to amanté being ranked as one of the leading brands in both India and Sri Lanka.
Sunday Observer Explorer Life and Leisure section is commencing this new spot for those who are at the top making headlines making life easier for people. We created a COOL SEAT for them from which they can respond to our questions on some products that have made a huge presence and have taken particularly the ladies by storm -a brand that has come to stay and recording an unprecedented growth not only because of their business but also being a huge support to women, particularly in empowering them in more ways than just one.
We reached out to the Executive Director, Business Head –amanté Sri Lanka and Regional Sourcing Head amanté, in our inaugural cool seat in LIFE & LEISURE section of the SUNDAY OBSERVER EXPLORER.
Padmal Silva is a veteran in the apparel Industry, armed with over 25 years experience, he has expertise in Product Development, Manufacturing, Sourcing and Retail.
Having over a decade of experience at amanté itself, he is responsible for the complete sourcing strategy for the amanté brand in India and Sri Lanka as well as Sri Lanka’s retail operations and expansion.
Padmal (more fondly known as Paddy by most) counts his experience in the most prestigious of places having held the position of Deputy General Manager MAS Brands, Country Manager Eddie Bauer USA and other various positions in Merchandising and Product Development in Linea Aqua, Brandix and NEXT SL.
Having schooled at De Mazenod College Kandana, he continued his education at NIBM in Computer System Analysis and Design. Paddy has a MBA in Business Planning & Entrepreneurship from Sunstone University, New Delhi and has received Professional Training in Textile Technology from University of Moratuwa. Paddy is currently a Vice Chairman of the Sri Lanka Apparel Sourcing Association (SLASA) and the Secretary of the Sri Lanka Apparel Brands Association (SLABA).
Q. Paddy, while touching on the business side of things being in the Cool Seat we have provided in Life & Leisure, we are seeking not only the business angle, but rather to learn all about your company and its amazing presence in the country, and winning the hearts of particularly the ladies whose lives your company products has touched, on many fronts….
A. I would like to then start with the history of amanté in Sri Lanka. The brand was launched in 2012 and at that stage it was owned by one of the country’s largest and most respected conglomerates in the apparel and textile industry, MAS Holdings. Under MAS the brand perfected its product with the manufacturing strength of the parent company. In 2021 amanté was acquired by Reliance Retail Ventures,a subsidiary of Reliance Industries of India. Many would know that Reliance is a retail giant in the South Asian region, so this ushered amanté into a new era of retail excellence.
Q. Can you tell us more about the designs, innovations, basically how amanté products come to life?
A. A bra and a brief are the first two items that a woman puts on in the day and it needs to keep you comfortable and confident throughout the day. So this is why amanté’s design philosophy starts with the consumer. We believe in marrying superior design with the best raw materials to deliver superior comfort while catering to various body types.
We have an unmatched team of designers, product developers, merchandisers and technical experts that is the best in the industry – constantly striving to raise the bar and create perfect, timeless garments. All amanté styles draw inspiration from international fashion trends but we then focus on customizing these to suit the specific needs of our markets and consumers.
Q. How do you maintain the fit and quality standards of your products?
A. At amanté we believe that fit and comfort are very important because this is a product that is close to the skin. So, we have a very strict process of fabric testing, wash testing and fit trials to ensure that the product is of a high quality before it ever reaches the consumer. Our products are tested in international testing laboratories to ensure that no harmful substances are used on any part of the garment.
We manufacture all our products to exacting quality standards across multiple factories in India, Sri Lanka and Bangladesh.
Q. There is more to amanté than the clothing range you provide, not only to the consumers but to the staff of your companies and outlets. Can you elaborate?
A. amanté is a very unique business because we are almost 90% female driven business. As a brand we believe in empowering women and we try to live by that policy by enabling women to be at the forefront of every sphere of the business.
With 160 dedicated sales consultants across the island, they are the heartbeat of our brand. We strive to uplift them in every way—professionally and personally.
Q. If you can tell us and our Leisure readers about where they can shop for these unique products of amante in Sri Lanka and India?
A. Well, I believe that intimate wear is not only about shopping but also experiencing the products. That’s why amanté’s Exclusive Brand Outlets feature 2-3 cozy fit rooms with experienced Fit Experts who will guide shoppers to select the right fit and the right style.
The Sri Lankan market has seen similar success, with amanté retailing inapproximately 500+ points of sale including a range of prominent Fashion Retail Chains, 7 Exclusive Brand Outlets and an online presence through www.amante.lkand Daraz. In India amanté is currently available across all department stores, multi-brand stores and exclusive brand outlets. The brand also holds a strong online presence via sites such as AJIO, Amazon, Flipkart and Myntra as well as on www.amantelingerie.in. There are 300+ Department Stores including Reliance Trends, 4000+ Multi-Brand Stores and 17 Exclusive Brand Outlets.
Q. Paddy, I recently learned that amanté has more than just lingerie. Can you elaborate on this and tell our readers what more they can expect from amanté in the future?
A. While amanté started as an intimate wear brand we have now evolved well beyond that now. We carry an extensive range of intimate wear, athleisure, swimwear, shapewear and sleepwear. We have a range of products to suit various body types, various life stages like teen, maternity, bridal and various occasions. The brand is continuously expanding and improving so you can definitely expect to see more stores across the island but we are also exploring international markets like GCC and Maldives. We have also recently launched an initiative called “Fit for All” which aims to raise awareness amongst corporates and schools about the importance of lingerie fit, choosing the right size and ensuring comfort throughout the day.
Pix by Shan Rambukwella
