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Amoralle Offers ‘Royal Luxury’ Robes, Lingerie


Examples of gowns and lingerie in the Amoralle line.
Examples of gowns and lingerie in the Amoralle line.

(Filed Under wholesale Lingerie News). Amoralle, a “royal luxury” lingerie and ready-to-wear brand, originally based in Latvia, is looking to expand in the U.S., and plans an appearance at Curve New York in February.

The regal reference, which is one Amoralle uses to describe its designs on its website, is most appropriate. What set the line apart are the over-the-top exaggerations. Robes are hung with massive cascades of taffeta or chiffon silk, that often splash across the floor. Sleeves puff out to great volume, or hang way past the hands. Cuffs might be trimmed with white fox fur. And if bows are included they are always oversized, often fat, and nearly always go on forever and ever. The design strategy is the strict opposite of the timid suggestion: “Perhaps if we used a little less fabric we could bring the price down.”

Retail prices start at €47 (about $50 at current exchange rates) for a garter belt in “black stretch jersey and decorated with feminine bows” that has a “lace-up closing at the back.” The most expensive piece in the lingerie group is €470.00 (about $501) for a “daring bodysuit with expressive truffle draperies and flirtatious silk bow,” in transparent silk, lace, mesh and velvet.

Prices are higher in the large collection of robes and gowns, where the “Queen Silk Robe” retails for €1,890 (about $2014). This design includes three huge bows, a dripping train and the bodice trimmed with ostrich feathers.

Overall it is an extensive line, often using unexpected colors and materials. A particular emphasis is on the breasts, which frequently are covered with the most transparent of fabrics.

Amoralle, which currently offers women’s legwear, nightwear, lingerie, loungewear, ready-to-wear, was launched by Inese Ozola in 2008. On its website the company boasts Amoralle is “one of the most profitable lingerie and loungewear brands in Northern Europe. Presently there are 20 freestanding Amoralle stores and shop-in-shops in locations such as Great Britain, Australia, Germany, Australia, France, Saudi Arabia, the Netherlands, Russia, the USA et. al.”

In the U.S., “We are selling to several of the retailers and we see that [the] USA market is very prominent. That is why we decided to start more intensive expansion in the market,” Lasma Butkane told BODY. Retailers here include Jolie Femme in San Marcos, California; the internet shop, Moi Soli (moisoli.com); and Birdies Panties in Kansas City.

“Philosophy wise, Amoralle is all about femininity, sensuality and self-confidence of a woman,” Butkane continued. “Talking about business matters, we are very flexible in terms of minimum orders, return policy and delivery terms. That allow a store to make more frequent, but not that extensive in terms of sum and pricing,” purchases. “That, in turn, allows a potential partner to try and test new products without a financial risk.”

“We are looking for lingerie boutiques with a good geographic location and high-end customers.” She added, “At the moment we are looking for a distributor in the USA market.” Contact Butkane at lasma@amoralle.com; skype: lasma_butkane. — NM


more wholesale Lingerie News >>

Published 01-20-2017 by Nick Monjo

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Amoralle Offers ‘Royal Luxury’ Robes, Lingerie


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