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Cloe – Premier Lingerie Brand Launches its Exclusive Online Store -

May 8, 2013 - New Delhi, Delhi, India

Promises to bring “affordable style” to your lingerie drawer.

Premier lingerie brand, Cloe has announced the launch of its exclusive outlet, in India. Backed by Zurich based Mountain Partners AG and Apollo International Group, Cloe designs, manufactures and distributes premium fashion lingerie, innerwear, shape wear, stockings and nightwear. Cloe’s mantra is to create beautiful lingerie that looks sensuous and always feels comfortable. Since its inception this year, the company’s online outlet has seen tremendous consumer interest with over 200,000 customers visiting in February alone.

Cloe range has bras, briefs, shape-wear and nightwear which are sophisticated, sharp and suave, contrasted with flirty, fun and bold prints, and in keeping with international designs and styles.

Commenting on the launch, Neha Kant, CEO & Co-Founder of Cloe said, “Cloe is about creating a fashion statement in every kind of lingerie – from bridal wear to office wear and at very affordable price points. We offer international quality products at a fraction of what they would cost you otherwise. We are committed to helping and educating women about the right fits and correct bra sizes through extensive use of technology, starting with our online fit test and recommendation engine and building a complete road-map for other such tools”.

The web presence has enabled to introduce pioneering concepts missing from the traditional Indian lingerie space:

1. The company’s Online Fit Test and Recommendation Engine helps you find your perfect fit in just a few seconds by answering some simple questions. The algorithm factors in a woman’s unique body and bust shape to give out personalized solutions. The progressively adaptive algorithm has been designed by some of the best brains in fashion technology and senior alumni of Indian Institute of Technology, India.

The tool has received rave reviews from women across the country. Over 11,000 women benefited from the test in first 6 weeks of its launch.

2. If you are a man wanting to buy the perfect gift for your partner, the Online Gentlemen’s Guide is all you need to find the right product and size. It asks you a series of questions about you and your partner’s likes and suggests appropriate products based on pattern match. And if online help fails, you can pick up the phone and talk to the in-house stylists at also helps in getting your gift wrapped for the perfect delivery.

3. The Private Viewing feature on the site helps cloak the product images on the entire site, making it comfortable to browse even from public locations.

4. Cloe has mapped its sizes to locally available brands in India to enable easy selection and to eliminate any confusion on size.

5. The private wish list features helps you share your personal choice with your partner. So if you wish to get a little naughty or need to pamper your loved one, this is the perfect tool to make the move.

Sharing the company’s focus Suman Chowdhury, CoFounder, Cloe remarked, “Online is a crucial medium as it gives us direct connect with our consumer. It helps us understand the sales trends and get product feedback much faster than the traditional sources. Hence online will always remain a critical component of our overall strategy. In parallel, we will be moving aggressively into the offline distribution in the coming quarter.” The brand will also move into other global territories in the next 2 quarters.

About the Investors

Mountain Partners AG

Headquartered in Switzerland, spear-headed by Dr. Cornelius Boersch, Mountain Partners is a global asset management company running several specialized investment divisions. The management of these specialized vehicles has extraordinary financial and technical expertise enabling them to locate and execute the most favorable private equity and venture capital transactions. The group has invested into more than 120 different companies. Their current investors are well known entrepreneurs, business angels as well as institutional investors from the US, Europe and the Arabic region. This global network enables Mountain Partners to boost its portfolio by opening the gates for technology transfer and distribution into emerging markets.

Apollo International Limited

Apollo International Limited is spear headed by Mr. Raaja Kanwar, a leading serial entrepreneur of India. Driven by a vision of ‘Nurturing Entrepreneurs through Partnership’ and a passion to forever venture into the unknown, he led Apollo International Limited (AIL), to spearhead the diversification plans of the Apollo group into several successful ventures. Today the Group business areas include international trade in tyres, tubes, flaps, general commodities and products, leather garments, logistics, health and digitalization of cinema theatres across the world. Its diverse operations span over 60 countries across Africa, Middle East, South East Asia, Europe and USA.

About Cloe

Cloe is a premier lingerie brand backed by Zurich-based Mountain Partners AG and Apollo International Group. The company designs, manufactures and distributes premium fashion lingerie, innerwear and nightwear. Cloe’s exclusive online outlet in India is called

Since its inception last year, the company’s online outlet has seen tremendous consumer interest, with over 800,000 visitors in April alone.

At Cloe, highly skilled designers, fashion experts create exquisite, playful and sensuous inner wear ranging from bras, briefs, shape-wear to nightwear. Sophisticated, sharp and suave, contrasted with flirty, fun and bold prints, and in keeping with international designs and styles, Cloe wants to redefine the Indian lingerie market, and help customers choose beyond standard cuts, shapes and colours. The company’s mantra is – lingerie is a critical part of your wardrobe and it doesn’t need to be drab and boring.

Source: Business Wire India


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