amanté Archives

October 23, 2023

This October, Sri Lanka’s leading intimate apparel brand, amanté, is commemorating the milestone 10-year anniversary of its flagship boutique in Racecourse, Colombo, and also 11 years of the brand’s presence in Sri Lanka. To mark the occasion and to kick-off a month of promotions and celebrations, the brand hosted select invitees and several A-list fashion influencers -including amanté’s athleisure ambassador Yureni Noshika-, at an exclusive in-store event featuring a fashion show unveiling amanté’s exciting new anniversary capsule, ‘Vogue.’

amanté has over the last decade crafted its reputation as a brand known for its fashionable, sophisticated, and high-quality lingerie. Paying tribute to its own home-grown success story, the intimate wear label launched its stylish new “Vogue” collection at the celebration event well-timed with the festive season ahead. Vogue includes 8 exciting new designs across a broad spectrum of colourways, featuring elegant laces and detailing, with each garment aligning itself with the latest global trends, but also designed to suit the South Asian female silhouette. The collection comprises of a variety of contemporary bra styles; including a multiway, padded/non-wired, padded wired, and the ever-popular bralette styling – providing a wide range of options for different body types and styling preferences.

“We would like to thank our loyal customers and partners for being a vital part of our growth story right from the very beginning,” said Eshara Samuel, Head of Marketing amanté Lanka. “We have evolved from humble beginnings to the successful brand you see today, and while we take immense pride in what we have been able to achieve together, we also have great plans for the journey that lies ahead. Our success has always been our wonderful customers and we thank every lady that has placed their trust in us and we promise to continue to deliver the high-quality intimate wear”

amanté opened its first store in 2012 at the Racecourse in Colombo, and has since established itself as a firm favourite in both Sri Lanka and India for quality women’s intimate wear; creating the very first retail identity for the brand which has now taken over both markets. From a limited portfolio of styles and categories, amanté has since further developed its range of intimate wear, and also expanded its offering to include sleepwear, shapewear, swimwear, and -most recently- athleisure. Now, in its 10^th year, amanté has four additional independent boutiques across Sri Lanka to call its own (Kandy City Centre, Marino Mall, Nugegoda, and Negombo) and a retail presence at over 200 stores across island, with greater expansion plans in the pipeline.

In 2021 the home-grown brand was acquired by India’s largest retailer Reliance Retail Ventures Ltd., further bolstering its mission of creating designs that perfectly blend comfort, fashion, and thoughtful design for the confident South Asian woman.

To further commemorate its 10^th anniversary, amanté will be running special promotions throughout the month and across all of its stores and through its online store www.amante.lk, enabling its loyal clientele too to join in the celebrations.

August 18, 2023

amanté, Sri Lanka’s leading intimate apparel brand, has unveiled its newest independent boutique in Negombo – the 5^th in the label’s growing portfolio of stores across the country.

The grand opening, held on Thursday the 10^th of August, was officially inaugurated by Chief Guest Darshi Keerthisena – of Buddhi Batiks fame- in the presence of other prominent personalities, influencers, and amanté management.

Darshi Keerthisena, fashion powerhouse and Founder of well-known ethical fashion business, Buddhi Batiks, was also the first to make a purchase at the swanky new boutique. “I’ve always been a fan of amanté’s offering, and also deeply respect the brand’s vision of empowering women,” she commented. “Having witnessed first-hand amanté’s impressive growth since its inception, it is indeed an honour to have been chosen to open their newest store.”

With a presence in over 200 retail outlets across Sri Lanka, amanté’s Negombo boutique will be the label’s second independent store outside of Colombo; giving patrons access to the exclusive amanté shopping experience as well as designs which seamlessly blend quality, style, and comfort. Customers in the vicinity will now be able to shop their favorite brand’s newest collections as they are released, which include intimate wear, athleisure, sleepwear, swimwear, and their newly launched teen range.

“We’re incredibly excited to have been able to open our newest outlet here in Negombo, further bolstering our exclusive store network to make our superior collection of comfortable and fashionable womenswear more accessible,” said Mr. Padmal Silva, Business Head at amanté. “Having only launched our 4^th store just two months ago, our expansion plan is well on track for positioning amante’ as Sri Lanka’s most popular intimate wear destination.”

What sets amanté apart however, is that each product is made to undergo a rigorous 12-month development cycle, where every garment is tested, fitted, and manufactured to excellence at world class manufacturing facilities. Despite this slower and more responsible approach to fashion, amanté works to ensure affordable prices for its customers without ever compromising on quality. With a finger on the pulse of emerging global trends, amanté’s patrons can also rest assured that they’re always wearing the latest styles.

First launched in India in 2007 from humble beginnings, and then having entered the Sri Lankan market in 2012, amanté has now established itself as one of Sri Lanka’s most trusted intimate wear labels. The brand now boasts five independent boutiques (Racecourse Mall in Colombo 07, Marino Mall in Colombo 03, Kandy City Centre, Cool Planet Shopping Centre in Nugegoda, and now Negombo), a retail presence at over 230 stores across the island, and an e-commerce store (www.amante.lk); making the products even more accessible to customers across the country. In 2021 amanté was acquired by India’s largest retailer Reliance Retail Ventures Ltd., further bolstering its mission of creating designs that perfectly blend comfort, fashion, and thoughtful design for the confident woman.

For more information email reachus@amante.lk, or call the amanté hotline: 0114534707

May 29, 2023

amanté, Sri Lanka’s leading intimate apparel brand, has announced its latest collaboration with Yureni Noshika, having now signed up the celebrated actress and media personality as brand ambassador for its newly launched athleisure range. Unveiled just earlier this year, this affordable function-meets-fashion collection is the brand’s first foray into outerwear, designed in response to key international trends as well as to the Sri Lankan woman’s fast-changing needs.

Known for her acting finesse, on-trend sartorial choices, and as a champion for wellbeing, Yureni will now be seen representing amanté through a series of brand campaigns across the country. “Yureni, revered for her youthful personality and athletic lifestyle, is the perfect fit for our versatile, high-quality, and affordable athleisure collection,” said Gayani Gunawardena, General Manager at amanté. “We hope to harness her massive fan following to promote a way of life that is both healthy and stylish, and through this collaboration convey the message that a celebrity lifestyle is in fact not too far out of reach.”

amanté’s athleisure range in particular is designed to suit a wide range of sizes and body shapes, and with the flexibility to fit into any lifestyle – everyday wear that is both durable and aesthetically pleasing. Be it for that morning workout, a quick coffee date, running errands, or even just lounging at home, this collection features a fashionable selection of t-shirts, tank tops, tights, capris, and sports bras made of top-notch breathable and lightweight fabrics. What makes amanté’s athleisure collection all the more accessible however, is its affordable price tag, with pieces starting from just Rs.2,295.

“I’m extremely excited to be partnering with a trusted homegrown brand that has been consistently providing Sri Lankan women with high-quality and beautifully designed products for years,” commented Yureni on the new partnership. “amanté also embodies many of the core values I resonate with as well, and with this exciting new athleisure collection, we get to work more closely together in promoting designs that blend both style and comfort.”

amanté’s athleisure collection -and more- is now available at its independent boutiques in Racecourse Mall in Colombo 07, Marino Mall in Colombo 03, Kandy City Centre, and at the brand’s newest outlet in Cool Planet Shopping Centre in Nugegoda. Customers can also shop amanté’s looks at leading retailers across the country, or online at www.amante.lk.

April 20, 2023

amanté, Sri Lanka’s leading intimate apparel brand, has now added a 4^th independent boutique to its growing repertoire of premium retail stores across the country. The occasion was marked on Wednesday the 12^th of April 2023 at 9.06am, with popular actress and media personality Yureni Noshika cutting the ribbon to officially open the new outlet at the newly opened Cool Planet Nugegoda shopping centre.

Yureni, former Miss Sri Lanka for Miss World, also made the first purchase at the trendy new boutique. “What I love about amanté is that as a local label it keeps a keen eye on global trends, but with the aim to cater exclusively to the needs and preferences of South Asian women,” she commented.

The event and opening day saw over 150 guests and customers walk-in and experience amanté’s signature shopping experience as well as sneak preview of the brand’s latest looks across all contemporary amanté collections; namely innerwear, athleisure, sleepwear, swimwear, as well as its other innovation lines.

“We’re incredibly excited to have been able to unveil our newest outlet here, in one of Sri Lanka’s busiest shopping districts, and to expand our reach of making accessible our superior collection of comfortable and fashionable womenswear,” said Gayani Gunawardena, General Manager amanté Lanka. “Over the next few years, we are looking at further strengthening our exclusive store network and also cementing our presence as the country’s complete intimate wear destination with constantly evolving product lines in tune to the global fashion industry.”

First launched in India in 2007 from humble beginnings, and then having entered the Sri Lankan market in 2012, amanté has now established itself as one of Sri Lanka’s most trusted intimate wear labels. The brand now boasts four independent boutiques (Racecourse Mall in Colombo 07, Marino Mall in Colombo 03, Kandy City Centre, and now Cool Planet Mall Nugegoda), a retail presence at over 230 stores through leading retailers, and an e-commerce store (www.amante.lk) making the label and its products even more accessible to customers across the country. In 2021 amanté was acquired by India’s largest retailer Reliance Retail Ventures Ltd., further bolstering its mission of creating designs that perfectly blend comfort, fashion, and thoughtful design for the confident South Asian woman.

September 5, 2022

amanté, Sri Lanka’s leading intimate apparel brand, hosted its first-ever Frontline Partners’ Night on Tuesday 23 August 2022, with a view to both share its growth plans and show its appreciation for the valuable support from its retail and distribution partners over the years. Held at the Shangri-La Colombo, the event was attended by over 200 guests, who were also treated to the exclusive launch of the brand’s three new upcoming collections.

Newly acquired by India’s Reliance Retail Ventures Ltd., at the occasion amanté took the opportunity to both inform and assure its broad island-wide partner network of the brand’s ambitious future plans despite the current economic conditions in the country. The brand will be supported in full by its parent company, Reliance Retail Ventures Ltd., who will continue to invest in building the brand’s profile; be it through the exploration of greater avenues for expansion, the launch of new products and collections, and broadening reach across the country and overseas. At the event, amanté also conveyed its appreciation for the unwavering commitment of its partners to their role in contributing to the brand’s growing success.

Among the retailers felicitated at the event were ASB Fashion (Pvt) Ltd., Beverly Street, Colombo Thread Line, Cool Planet, Cotton Collection, Cotton Island (Pvt) Ltd., Diliganz Fashion (Pvt) Ltd., Fashion Bug (Pvt) Ltd., Hemara Richlook, Kandy Selection, Kotuwa Kade, Lady J (Pvt) Ltd., NOLIMIT, ODEL, Prasad Fashion Square, Prasad Textiles, Richlook International (Pvt) Ltd., Ridmi Enterprises, RV Fashion (Pvt) Ltd., Samanmal, Sarathchandra & Company (Pvt) Ltd., Silk & Satin International, Spring and Summer Fashion Collection (Pvt) Ltd., Sriyani Dresspoint, Supul Collection, Thilakawardhana Textiles (Pvt) Ltd., Wijaya Group (Pvt) Ltd., and Zuzi.

A thrilling component of the night was that guests were privy to the exclusive launch of three exciting new collections by amanté: the Athleisure, Autumn&Winter22, and Accessories lines.

Athleisure –characterized by athletic clothing that is both comfortable and aesthetically appealing- is a fashion trend that has taken the world by storm ever since the pandemic, and at Frontline Partners’ Night amanté sought the support of its retailers in making this new collection accessible to its loyal customers across the island.

The new Autumn/Winter22 collection by amanté is its first seasonal capsule since 2018, and the brand is excited to roll out its “trend right colour right” line under this category. This collection will not just keep up with the most up-to-date global fashion trends, but will also make the latest styles available to Sri Lankan consumers.

Another breakthrough for amanté is its new Accessories collection; an entirely new venture which will introduce the most on-trend bags, shawls, and beauty pouches to the popular designer label; again broadening the brand’s offering even further.

“With intimate wear becoming an essential part of a lady’s wardrobe, we will continue to offer her a wider range of exquisite designs and solutions tailored to her needs,” said Gayani Gunawardena, General Manager – amanté Lanka. “We are proud to have amassed a retail and distribution partner network who have been an integral part of the amanté journey.”

First launched in India in 2007 from humble beginnings, and then having entered the Sri Lankan market in 2012, 10 years on, amanté has now established itself as the country’s most trusted intimate wear label. With 3 independent outlets and 150 modern trade and distributive stores island-wide, and its e-commerce store (www.amante.lk) making the brand and its products even more accessible to customers across the country, amanté has come to be synonymous with innerwear that perfectly blends comfort, fashion, and innovative design for the fashion-forward South Asian woman.

With a presence also in Dubai and the Maldives, in India alone, amanté is retailed across 16 independent outlets, 2,500 retail stores, and across all prominent online platforms.

November 12, 2021

12th November 2021, Colombo. MAS Holdings announced that one of its subsidiaries, MAS Brands, which owns and operates the retail lingerie business under the brand amanté, was acquired by Reliance Retail Ventures Limited, a subsidiary of the Ambani-owned Reliance Industries. The amanté business, which was established by MAS in 2007/8, engages in the retail and wholesale distribution of premium lingerie brands amanté, Ultimo and every dé by amanté. The company sells its product through its own stores and multi-brand outlets, as well as through its e-commerce channels across India and Sri Lanka.

In 2018, MAS Holdings completed an assignment with a leading global consultancy to develop a long-term strategic plan for the conglomerate, which identified areas of growth based on its core competencies. Furthermore, the strategy prescribed that MAS source strategic partners for businesses outside of MAS’ core competency. The divestiture of amanté was an outcome of this plan, with MAS intent on finding the right partner to invest in the business enabling it to grow.

This is a significant foreign investment in a Sri Lankan-owned lingerie business by a retail giant, which in turn, is owned by one of India’s leading and diversified conglomerates, Reliance Industries. Reliance Retail will continue to invest and develop the business both in India and Sri Lanka.

A transaction of this nature and the ability to attract the largest retailer in India during these times of uncer- tainty is a testament to the strength of the business that MAS and the management team of amanté have built over the past decade.

“The acquisition by Reliance ensured that amanté would benefit from Reliance’s scale and retail expertise, and that the brand we created and our employees in India and Sri Lanka will continue to benefit from being a part of a well-established retail company” stated Mahesh Amalean, Chairman MAS Holdings. “This was a business MAS built from the ground up, leveraging on years of expertise in the lingerie business, so we are excited to see it transition to new shareholders and a parent organisation that, without doubt, will enable the brand and the company to thrive” added MAS Co-Founder Ajay Amalean, who was directly responsible for overseeing the amanté business from its inception.

Ms. Isha Ambani, Director, Reliance Retail Ventures Limited, said, “At Reliance, we pride ourselves in offering the best and enhancing choices to our customers and we are proud to bring high quality and design led products of ‘amante’. MAS is a well-recognized product innovator and manufacturer for some of the iconic global brands in this segment, the partnership and collaboration we build together with them will offer Indian customers world- class product quality and greater choices in this segment.”

“The teams at MAS Brands are excited at the new opportunities and prospects that this acquisition brings about, and are anticipating the strategic advantages and new learning that will come from working as part of a retail giant such as Reliance” said Vivek Mehta, the CEO of MAS Brands.

Further Information

For any further information on this release please contact:

MAS Holdings – Surein de S. Wijeyeratne: sureinw@masholdings.com

Reliance Retail – Manish Bhatia: manish.b.bhatia@ril.com

November 18, 2017

Intimate apparel label amanté continues to reward its loyal clientele with a series of its popular ‘amanté Ignites’ events at its flagship Racecourse boutique. The series has been attended by a wide group of ladies drawn together by the promise of fun, learning and shared camaraderie.

Most recently amanté Ignites hosted the teams from Saaraketha Organics, Kitsch&, and Flow Health Bar for a session that was a fun and timely reminder- eating well doesn’t have to be boring. Guests listened to the teams talk about their drive for clean eating, and watched demonstrations on using good, locally sourced ingredients to create delectable meals. The guests were then challenged to a salad-off and given take-home tips from the teams at Saaraketha and Flow.

Then there was the event ‘Wine, Cheese and Words’ with a reading by Ashok Ferrey, Ameena Hussein and Savithri Rodrigo. Held at the amanté boutique at Racecourse Mall, the evening of books and banter was attended by amanté ‘Enchantresses’, the brand’s name for its loyal customer base. They were there to participate in a discussion led by Gratiaen Prize nominated author Ashok Ferrey, whose novels explore the fallacies of being Sri Lankan, alongside author, editor and publisher Ameena Hussein and media powerhouse Savithri Rodrigo.

Neither Ferrey, Hussein nor Rodrigo need great introduction to literary Sri Lankans. Ferrey has been shortlisted for multiple Gratiaen awards for his books ‘Colpetty People’, ‘Serendipity’ and ‘The Good Little Ceylonese Girl’. Hussein is the author of ‘Moon in the Water’, nominated for the Man Asian Literary Award, and runs the Perera Hussein Publishing House. Rodrigo is a recognized and respected name in electronic and print media and author of They Call Him Ken – The Life and Times of a Corporate Colossus – the soon to be released biography of Deshamanya Ken Balendra, she both participated in and helped to moderate a lively conversation at the event.

The amanté loyalty programme has been rewarding its members with these events regularly as it seeks to develop meaningful relationships with the women who have chosen amanté as their intimate wear of choice. The versatility of the events are a reflection of the label’s effort to reach out to the diverse casual interests of the amanté woman.

For example, the first workshop was a facial yoga session by Serena Burgess, founder of Om Space, who taught attendees how to use facial muscle relaxing techniques. Participants spent a morning learning how to tone and stretch facial muscles, increase circulation and reduce the appearance of wrinkles for a rejuvenated glow with their instructor.

The second amanté Ignites event brought in makeup and hairstylist experts Shane and Vinod from Arq Style House to demonstrate day-to-evening hairstyles and makeup looks. For the third edition, experiential travel expert Rukmankan Sivaloganathan of Trekurious divulged his secrets on trending travel destinations, activity and adventure travel and the off-the-beaten path hotspots for travellers in Sri Lanka. Rukmankan began his session with a quick round up of Colombo’s own hidden gems, then taking his guests on an adventure around Sri Lanka with the vivid pictures he painted with word on his travels.

The next, a session by Sulochana Dissanayake-founder of Power of Play- and Seema Omar, creative therapist, focused on how parents could meaningfully connect with kids over school holidays. The group learnt how to create a fun space for their kids using simple household items coupled with a heady dose of imagination. The duo also shared a wealth of useful reading material with the participants, who engaged in active learning sessions fuelled by what they had learnt.

“I’ve attended most of the sessions hosted by amanté over the last few months and they’ve been so much fun,” shared Sharon, a loyalty customer at the latest event. “Each new session has built on the expectation set by the one before, and the most recent Wine, Cheese and Words event with the writers sparked such an interesting conversation-it was truly a privilege to listen to them talk about what led them to writing, and how they have kept their writing alive and engaging all these years.” She also added, “I have been returning to amanté since I first visited a few years ago because there’s always something fresh and exciting in store. These events are a bonus for customers like me-I’m really looking forward to the next one!”

September 27, 2017

Shanuki de Alwis shared her experience in overcoming a fear of public speaking, and the inspiration she took from the example of her own personal muse, her mother at the launch event

amanté celebrates 10th anniversary; unveils exciting new intimate wear collection, ‘Vogue’

amanté expands exclusive store network with opening of Negombo boutique

Yureni Noshika comes onboard as brand ambassador for amanté‘s freshly dropped athleisure collection

amanté adds to growing portfolio of exclusive outlets with launch of Nugegoda boutique

A toast to partnership – amanté hosts inaugural Frontline Partners’ Night

Reliance Industries acquires amanté from MAS Holdings

amanté Ignites with a series of events for loyal customers at flagship boutique

amanté launches inspiring new Autumn-Winter 2017 collection