(Filed Under wholesale Lingerie News). Anita has finally joined the host of other lingerie wholesalers who are now retailing on their own websites. BODY had reported the company was planning such a move back on July 2.

The decision disappointed many specialty retailers who had considered the German firm a kind of refuge: a major bra brand that was not competing with them directly for consumers willing to pay full price.

An email to a senior executive seeking comment had not been returned as we went to press. But last summer Joy Haizen, managing director of Anita International Corporation, who is based in the U.S., sent an email to BODY noting that “Similar to many of our competitors, we do have future plans to launch a B2C website which will also be a platform for building community, education, brand image and awareness. We have updated our store locator so we can continue drive end consumer business to our retailers.”

In another recent move, Anita began selling at Kohls.com. Haizen explained, “We sell some styles on Kohls.com. We do not sell Kohl’s at all at the brick and mortar store level. Sales are consistent and all Anita suggested retail prices are being preserved and maintained.”

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Published 10-13-2015 by Nick Monjo