(Filed Under wholesale Lingerie News). Adina Reay, a new brand that is “very proud to be bringing the exciting design, sensuality and covetable nature of luxury lingerie to the DD+ market,” will be coming to Curve New York for the first time in February.
“We love that we allow women sized DD to G to feel cool, modern and sexy in their underwear. We happily tell people we make DD+ lingerie that doesn’t look like DD+ lingerie!” explained founder Sharon Lake who, with her team, launched the brand in the U.K. in 2015.
“We were incredibly proud to have been selected to debut at the opening of the Body Studio in Selfridges, London. They aimed to change the way women shopped for their bodies and our ethos was about challenging the luxury market by making beautifully seductive lingerie available to women of larger cup sizes, it was a very meaningful start for us.”
“We have had a great start in the U.S. with Journelle and Bare Necessities stocking us from A/W16,” and Adina Reay is also selling to stores in The Netherlands, Germany as well as the U.K. “At Curve we hope that specialist independent stores visit our stand as we appreciate they have a great understanding of the customers emotional connect to lingerie.”
“Our range consists of bras, knickers, slips and suspenders which are the lowest, barest, sexiest styles available to the DD+ market yet engineered to be suitable for daily wear,” explained Lake. “Our price point is competitive with the luxury designer labels for smaller cup sizes, with prices for a balcony bra ranging from $135 to $195 and briefs starting at $60.”
Asked to define the key selling points to her label, Lake replied with a list: “Design: we make DD to G lingerie look modern, edgy and delicate. Fit/Design: our bras feature slimmer straps and a more revealing silhouette yet are cleverly engineered to support. Our G cups are wholly representative of our DD cups. We are incredibly sensitive in our grading. If a design does not work as beautifully in both our smallest and largest size it does not get past fit stage. Indulgence: we offer touches previously unavailable in the DD+ market such as satin-lined cups and a hand-crafted feel.”
Lake added that “One of the most common lingerie complaints from women with DD+ chests is a feeling of a disconnect between the variety of product available to their size as opposed to women with smaller cup sizes. We offer edge, excitement and sexiness, which is the perfect compliment to the existing lingerie wardrobe of most retailer’s DD+ customers.”
Asked about her background in the lingerie business, Lake provided a broad answer: “Adina Reay brings together several experts in the lingerie industry, with backgrounds in design, pattern cutting, garment technology, sales and production. With over 100 years experience working for some of the U.K.’s most respected department stores, as well as within the luxury market for England’s most famous designer labels, we felt passionately that there was an opportunity to set a new bench mark in indulgence and luxury within the DD+ market.”
For the upcoming market and shows, Lake noted, “We’re offering some exciting new color updates to our Pru and Sam collections... Expect moody, mystic hues of raisin and green. By popular demand we have expanded our best-selling Fran collection to include a slip and suspender belt. Finally, we will be introducing Kate, our new style crush, which displays a dazzlingly seductive neckline and intricate guipure on silk overlay.”
In a follow-up email after this article was originally published, Lake added some info. “My father is a bespoke tailor who later set up a manufacturing plant producing high-end menswear. He instilled a real appreciation of quality and fit as well as an understanding of production. I have 25 years experience as FD and then MD within the hospitality industry and so I’m very customer/service focused. The team have worked in design, pattern cutting, garment technology, sales and production for Agent Provocateur, Versace, Charnos, Lepel, Ted Baker, House of Fraser, Debenhams, Marks & Spencer, John Lewis, Sarah Lee Cotaulds.”
Adina Reay does not have a U.S. distributor, but is interested in finding one. Lake can be contacted at email@example.com. — NM
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