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A look from Dana co.

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A look from Dana co.

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Natori by Dana Co Spring 2012 Collection.

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Natori by Dana Co Spring 2012 Collection.

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Natori by Dana Co Spring 2012 Collection.

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Dana-co Announces Its ’Relaunch’ Of G02BRAS

(Filed Under wholesale Lingerie News). On June 7th Dana-co LLC announced the “launch of a new GO2BRAS brand,” a previously-existing label it purchased in late 2012, along with other Connie Elder International brands, including Lipo in a Box, a shapewear collection.

Elder, who introduced GO2Bras in 2002 to meet consumer requests for “wearable bras for larger busted women” (according to the company web site), has remained as “spokesperson” for the brands, with duties that include making live appearances on QVC and continuing “to engage with consumers to ensure women have a voice in the design of their intimate apparel wardrobe,” according to the announcement.

“We’re really feeling energized with the relaunch of the GO2BRAS brand because it has allowed us to transform our customers’ requests into the solutions they need,” announced Zvi Ertel, president of Dana-co. “Our customers have inspired some of our greatest ideas, and we’re excited to share how their feedback has driven the re-imagination of the GO2BRAS brand.”

GO2Bras are offered in sizes ranging from 32 to 48 and in cups from B to H. In the brand’s web store about three dozen bras are currently displayed, ranging in price from $18 for the “Amanda molded cup with lace trim” to $48 for the “Marilyn ultimate strapless bra.” About 20 panties are also sold, ranging in retail price from $7.50 for the “Monica sheer panty” on up to $21 for the “Kimberly lace accent panty.”

Dana-co has not yet revealed its plans, if any, for the other brands listed on the GO2BRAS web site, but the site confirms that Dana-co "acquired all of the Connie Elder International brands." Along with Lipo in a Box, the labels listed on the site include Smart Cups and Perkies (breast enhancement inserts) and Underology, a skin care line.

A dozen Lipo in a Box shapewear styles were offered in that brand’s web store as of early June, ranging in price from $39 for an open-front camisole to $99 for a capri length bodysuit.

According to the Dana-co announcement, the relaunch of GO2BRAS “will kick off with a series of live shows on QVC in June 2013.” Currently the bras are sold to consumers only in its own web store and at “select online retailers." We found much of the collection offered at

Dana-co, which describes itself as a “designer, importer and marketer of better women’s intimate apparel,” has licenses for various Natori foundations, and produces, under license, a collection of Sofia by Sofia Vergara intimates sold exclusively at Kmart.

more wholesale Lingerie News >>

Published 06-09-2013 by Nick Monjo

Related Articles

Natori Line Expands In Specialty Stores, Online
Elder Comments About Benefits Of GO2BRAS
Interview: The Case For N Natori Full Figure
Dana-co Announces Its ’Relaunch’ Of G02BRAS
Dana-co to Launch Full Figure Line for N Natori
Kmart Launches Sofia Vergara Intimates
Dana-co Changes Price Structure

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