(Filed Under wholesale Lingerie News). Many believe that for a bra to offer support to a full-busted woman it must contain an underwire. Naturana, a German company whose bras retail from about $50 to $70, is challenging that notion.

Mary Goulet of Montreal-based Evabelle Inc, the exclusive importer of Naturana in North America, reported that an increasing number of full-busted and full-figured women are requesting soft cup bras, inspiring Naturana to introduce wire-free styles 5602 and 4602 last year, both of which run up to a 48E with matching bottoms sized up to a 5X.

“There was a lack of soft cups on the market for larger busted women,” Goulet said. “Larger busted ladies want soft cups that combine support and fashion. The demand for a comfortable soft cup with an attractive look is huge.”

Due to the success of its styles in the category, for fall 2011 the company has developed select soft cup bras in larger sizes, including style 5643, a “very feminine bra for larger cup sizes” that is available in a wire-free and an underwire version, and comes with comfort straps and support lining, among other features. For the introductory season, it will run up to a 46DD, and the company plans to follow up with larger sizes.

On the whole, Goulet said that designing bras with the full-busted woman in mind “is definitely where we are going.” For spring, Naturana has introduced four new styles. These styles create a curvy, flattering cleavage, using push-up cups and a plunge-cut front that Goulet described it as offering “a rounder breast and flattering, curvy cleavage. This shape influences the entire Naturana line for fall and spring, and is part of how we continue to look for ways to update our range to optimizing comfort and fit.”

Also new for spring is style 7084, a cotton- mixed fabric underwire bra that does not requiring any lining and runs from sizes 34 to 42, B through E, and retails for $50. Another signature look is an style 7100, an underwire bra with “decorative embroidery," available in sizes 34 to 42, B through E. It retails for $70.

In other news, Goulet said that Naturana is looking for well-connected sales representatives in the southeastern and northeastern United States.

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Published 01-18-2011 by Amanda Torres Price