Sri Lanka’s leading intimate wear brand, amanté, is entering the Gulf Cooperation Council (GCC) market through a partnership with 4R Holdings International (Pvt) Ltd.
4R Holdings, headed by Chairman Mr. M. Rilwan Razick, will serve as the official distributor for amanté in the GCC starting July 2025, overseeing sales and marketing of the brand in the region. This venture marks the company’s first step into the retail sector, expanding its already diverse portfolio, which includes real estate, healthcare, hospitality, and more.
Founded in India in 2007 and later establishing itself in Sri Lanka in 2012, amanté has become one of the most recognized premium lingerie brands in the region, known for blending comfort, fashion, and thoughtful design for the confident woman. Since its acquisition by Reliance Retail Ventures Ltd. in 2021, amanté has expanded its offerings to include not only lingerie but also athleisure, sleepwear, shapewear, and swimwear collections.
Commenting on the partnership, Mr. Razick expressed optimism about the brand’s prospects in the GCC, stating:
“While this may be our first venture into retail, I believe there is a potential for high-quality affordable women’s innerwear in the Gulf region. Sri Lankans and Indians working and residing in the region would already be familiar with the brand, which will be a benefit to us.”
Ms. Padmal Silva, Executive Director of amanté Lanka, echoed the sentiment, saying:
“In addition to providing the highest quality and on-trend products with our lingerie expertise, as a premium international intimate apparel brand, our desire has always been to make the brand more accessible to our customers. We believe this partnership will be a step in the right direction, and GCC is the ideal location.”
With this collaboration, amanté and 4R Holdings aim to bring premium, affordable intimate wear to women in the Gulf region, tapping into an already familiar customer base and meeting the growing demand for quality products.
