(Filed Under wholesale Maternity News). Paramour, the large cup bra line from Felina, is already finding success with its new maternity collection, according to vice president of sales Rob Gardner.
“We launched in early Fall of 2017. It really was a natural progression of the Paramour line,” he told BODY. “Paramour speaks to the DD+ consumer who is under-served when it comes to pretty, sexy, and functional choices at affordable retails. The brand has been on fire and it was an easy decision to take what we do well and expand it to an even more neglected segment of the market: nursing moms.”
“We launched in a focused way with 5 styles. We’ve added a few more since then, with more innovation coming each season. We’ve been commended on having a tight assortment balanced well between wire and wire-free styles with differing features and benefits.”
Retail prices in the new collection range from $32 to $45 and sizes range from 32C to 40G.
“We’ve been picked up by scores of stores including: Karnation, Mary Corsetieres, Suzette’s Hosiery, Lace By Louise, and Barbara’s New Beginning,” declared Gardner when asked for some examples of the stores that already carry the line.
What sets the Paramour nursing bras apart is that they are “both pretty and functional. There are other brands that can say that, but not many that offer the fashion, performance, and innovation at $45 and under. Nursing moms know they won’t be nursing forever. They want confidence that their nursing bra is going to be supportive and easy to use. But if it helps to make them feel more beautiful AND she doesn’t have to pay over $50 for it, it’s a real win.”
“We’ve won over some VERY experienced specialty store retailers who were initially, frankly, skeptical of our ability to execute,” continued Gardner. “Building a bra is a difficult engineering feat. Building a nursing bra is even harder. But we spent over a year researching and testing before we went to market to insure we were getting it right. We only had one shot to do so. And we did. We’ve had to ramp up production significantly to meet the demand that out-paced our forecasts.”
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