(Filed Under wholesale Lingerie News). Wilderness Dreams, the lingerie, swim and active brand that uses real camouflage patterns licensed from the hunting and outdoors industry, has found remarkable success in a wide variety of retail settings.
Yes, the colorful and feminine styles have sold well in traditional lingerie stores. But brand owner Craig Zwilling emphasized that Wilderness Dreams, which he launched 16 years ago, would not still be growing so rapidly without its broader appeal.
Sporting goods stores, which do not, traditionally, carry lacy intimates, are an example. “We started working with a new sporting goods retailer last spring. We shipped their first order at the end of May. The initial collection was a variety of swimwear and active wear pieces, as a way to introduce Wilderness Dreams to their customers. Since we do not have minimum order requirements, they were able to start with one or two pieces per size and could reorder as needed. Five weeks after shipping their first order, this retailer placed a replenishment order for 60% of their initial order. More than half of their products were sold in the first month!”
Zwilling continued, “As we moved into fall, the retailer then changed their Wilderness Dreams display to include lingerie pieces for the holiday season. They are continuing with the lingerie pieces now for Valentine’s Day.”
“Overall, this retailer is having great success with Wilderness Dreams. Products are displayed on our single-panel display with a 1’ x 2’ footprint, providing them with excellent sales per square foot.”
Wilderness Dreams offers stores with a new way to increase sales. Zwilling explained that retailers patronized by hunters, hikers and other outdoors people are likely to do well with his collection. But he added that the Wilderness Dreams concept of combining the outdoors patterns of leaves, grasses and branches into the design of delicate intimates meant to be worn in the bedroom, has proven to be equally compelling to the most sedentary and home-bound of women.
Contact Mary Gorghuber at maryG@wildernessdreams.com or (320) 762-2816.
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