Angelform is a brand name familiar to women. They even use it in synonymous with lingerie for such is the influence the brand has over its customers spanning more than 50 years of existence. A brand from the house of Femina Products based in Chennai, Angelform had its humble beginning from Muvattupuzha, Ernakulam, Kerala. The founder of the brand, late George Peter hails from a moderate family which was into farming.
The spirit of entrepreneurship led George Peter to establish the brand Angelform in 1966 when he was just 26 years old. The brand grew in time. It was one of the few companies to start manufacturing foundation garments in India. George Peter was quick to adapt the modern ways of branding to take the brand to people’s attention. He realised that only with marketing and branding activities that the brand will continue to grow in people’s mind. In 1974 itself, George shot an ad film for its lingerie products directed by Malayalam film director Jaycee and with Prem Nawaz and Reena as the principal actors which went to create a big sensation among the public and later contributed to the brand’s recall. Apart from that George never compromised on the product’s quality. His ideal product was something of aesthetic perfection, beauty enhancement and which boosted the confidence of every women.
In 1980, the production of the company was shifted to Chennai. With it Angelform successfully forayed into the new markets of Tamil Nadu, Andhra Pradesh and Karnataka. The opening of first Femina Bra Shop in Eldorado Shopping Complex in 1981 further cemented the brand in the minds of the customers. Within a short time, Angelform brand became a synonym for quality,comfort and perfect fit. The brand became a resounding success in all the markets it forayed.
When George Peter passed away in 1992 at the age of 52, his wife Omana George took the helm of the company. Omana George, who was just a housewife, took the decision to continue the business and was assisted by her children Bobby George and Peter George in the endeavour. To fulfill George’s vision, the new management expanded with further innovation in the lingerie sector. Elasto Mills Pvt Ltd set up in 1987 by George Peter to ensure that superior quality elastic was available to Angelform provided a strong hold as they were the only manufacturer of elastic tapes in South India during that time. The elastic tapes revolutionised the lingerie sector. Within the same time the management expanded the lingerie production facilities and the introduction of pure cotton panties by establishing a new building at Mugappair East. Angelform also developed unique embroidered materials for the production of quality 2X2 laced bras.
In 1991, Angelform celebrated its silver jubilee. By then Angelform had the reputation of producing its products using highly sophisticated and mechanised production technology. The production lines were set to international standards with imported industrial, tailoring machines specifically custom built for bra manufacture way back in 90’s itself. From the initial stage itself, Angelform followed a policy that the entire product range was made within the Femina Products factory and no parts of it was sub-contracted to outside auxiliary units. Stringent quality measures at every level ensure product quality. All raw materials are identified and secured from the country’s best source.
By the 90’s itself, Angelform had strong distribution all over South India through its network of more than 700 retail outlets. It also selectively marketed through outlets in North India. The exclusive Femina Bra Shops helped company to get direct customer contact and improve products accordingly. The export of Angelform products through its sister concern George Omana Exports also earned profit for the company.
Bobby and Peter, children of George-Omana are now part of the management overseeing the growth of the brand. By 2000, Angelform began to introduce special collections as a part of the on-going trends and to boost sales. In 2004, Angelform introduced its ‘Bridal Collection’ followed by ‘100% Cool Cotton Collection’. ‘Sweet 16’ was the special collection Angelform unwrapped in 2007. ‘BFF- Best Friend Forever’ collection was launched in 2013. As a part of its golden jubilee celebrations, Angelform unveiled two collections- ‘Varna Jalam’ and ‘The Golden Jubilee Collection’. Aiming the teenagers, Angelform presented ‘Little Miss Angel’ Collection in 2016 followed by ‘Cool Cotton Colours’ Collection for all age groups. The launch of various collections enabled Angelform to cater to all age groups and every segment in the lingerie industry- from pure cotton bras to lacy bridal sets, to sports bras to feeding bras. Angelform even made prosthetic bras for breast cancer survivors and provided them free of cost as a part of the social initiatives of the group.
In 2016, Angelform celebrated its golden jubilee. On the occasion of the brand’s Golden Jubilee, it honoured its employees who had worked with them, according to the period of their service. Some of the awardees had worked for Angelform for more than 40 years, others for more than 30 years, and so on. A grand function for all the retailers was also organised at Le Meridian, Kochi to honour the retailers who have supported the brand since its inception. As a part of marketing campaign Angelform also launched ‘Swarna Mazha Scratch and Win’ Scheme for customers during the occasion. Talking about the future growth plans, Bobby George shared that the group is eyeing on a major push in the online space as well as capacity expansion to meet the demand. “We can’t miss the online space as being now a major player in the lingerie sector. As of now the top priorities are to utilise the online space effectively and the product capacity expansion,” signs off her.