Clovia capitalizes on material science for premium shapewear expansion
19 May 2026, Mumbai
The domestic intimate apparel market is transitioning from simple structural support to advanced material science. Responding to this demand, direct-to-consumer lingerie brand Clovia launched its technical seamless shapewear range, featuring specialized body-sculpting items like the Seamless Sculpting Brief Bodysuit retailing at Rs 999. By utilizing an 84 per cent nylon and 16 per cent spandex fiber blend embedded with 360-degree waist compression and shape-retention technology, the product line targets all-day comfort over restrictive posture manipulation. This strategic introduction addresses a major sector-wide shift where working professionals demand high-performance, everyday functional apparel under contemporary formal silhouettes.
Scaled retail penetration and omnichannel diversification
This portfolio diversification occurs as Indian premium innerwear brands face escalating production and logistics costs. To stabilize margins, Clovia leverages an optimized supply chain backed by its parent entity, Reliance Retail, which acquired an 89 per cent stake in the firm for Rs 950 crore. Modern consumers refuse to trade physical comfort for aesthetics; the brand’s seamless range utilizes flatlock craftsmanship to bridge this precise gap, noted a company spokesperson. The launch leverages Clovia’s expanded multi-channel distribution network, which encompasses 75 exclusive brand outlets, 600 large-format stores, and 2,000 multi-brand partner points to capture market share across Tier-I and Tier-II urban hubs.
Founded in 2013, Clovia is a premier tech-driven fashion retailer specializing in lingerie, sleepwear, and shapewear for urban Indian women. Operating a robust omnichannel framework, the brand reported a strong fiscal
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