(Filed Under wholesale Lingerie News). Ellen Shing, owner of petite lingerie company Lula Lu, wants to expand her reach beyond her e-commerce website and her San Mateo, California store.

She specializes in bras for the small-breasted women ranging from the AAA cup that according to her is nearly unheard of in the United States to an A cup. Wholesale prices range from approximately $20 for panties to $41 for a corset.

"I feel that [adding my products] is a good way for stores to expand their customer base," she said. "I get orders from all over through my website, but I’m sure many women would prefer to get fitted locally."

She added that the success of her business proves that large-breasted women are not the only ones who are underserved in the market. "Petite" women are also starved for comfortable, pretty and, most importantly, well-fitting bras.

"I am not really focused on the enhancement end, although some of my bras have some light padding," Shing explained. "Most of the women I work with are happy with their bodies, they just want something that fits."

At the recent L.A. market show in Los Angeles she launched her latest collection for 2009. Based on customer requests, styles are basic yet “pretty,” made from microfiber and organic cotton with lace and mesh embellishments. They include bralettes, underwire bras, soft bras, and corsets with matching g-strings, boyshorts and thongs. She described the color palette as subdued with nudes, blacks and blues prominent. Sizes in the collection currently run from 30 to 36 AA to A, and Shing plans to expand this range shortly.

Started in 2005, retailer and designer Lula Lu is based in California. For further information, email wholesale@lulalu.com.

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Published 03-30-2009 by Amanda Torres Price