(Filed Under wholesale Lingerie News). Dominique, a brand focused on the needs of the specialty retailer, will be bringing new styles to the upcoming Curve show in New York next week. These include lace and full figure versions of bras in its popular Aimee line.
“The Aimee collection was originally created for my wife who asked me to make her the ultimate T-shirt bra,” owner Michael Chernoff told BODY. “It really took off and some of our retailers started asking for a lace version. Aimee style 3500 is the original and Lacee style 3501 is obviously the lace version. Maxine style 4500 is the full figure version based on the same Aimee collection.”
Aimee style 3500 is available in band sizes 30 to 48, cup sizes A-DD, and is offered in black, nude and purple. Suggested retail is $54.00.
Lacee style 3501 is available in band sizes 30 to 48 and cup sizes A-DD. Colors are black and nude. Suggested retail is $58.00.
Finally, Maxine style 4500 is available in band sizes 32 to 44 and cup sizes DD-I, also in black and nude. Suggested retail is $58.
A key to the success of the Dominique brand was Chernoff’s realization at the start of the new millennium that the retail landscape was changing radically. “I noticed early on in my career how unfortunate it was that the small retailer was not being serviced by the bigger brands and decided to create a brand to support these valued customers.”
But even as it launched, the Dominque had a history. “I am leading the charge of the third generation of manufacturers in my family. I love everything about this business: design, cut and sew, logistics, sales, marketing….all of it! I love having an idea for a garment and bringing that vision to life. I watched my grandfather do it. I watched my father do it. It has been an incredible 16 year journey with Dominique and there is no doubt that the best is yet to come.”
In a market where independent retailers are searching for brands that will bring customers back into their own stores, Chernoff’s company provides an answer. “I created the Dominique brand specifically to meet the needs of specialty stores. It has grown and grown from there. But we service all types and all sizes. At the time I launched Dominique, small stores were under served and I believe the same holds true today. That is why there are no minimum order sizes with Dominique. We offer drop shipping and in store fulfillment. We believe someone should answer the phone when you call. To us it does not matter how big you are. We have great relationships with our retailers. My father taught me the value of serving your customers. That is not negotiable. It’s in the brand DNA because it is in mine as well. We do not sell directly to consumers from our Dominique website. We do not sell direct – period. But be it a drop ship order or in store fulfillment it is our job to deliver and we do.”
Retailers who chose Dominique do not give up anything when it comes to fashion, style or service. “What’s the famous line: fashion changes but style endures?” asked Chernoff. “Good taste endures as well. That is the sensibility of Dominique. That is not to say we do not offer new fashion styles and colors on a regular basis. We just don’t emphasize fashion at the expense of replenishment. Each Dominique style has a specific purpose. They fit, they function, they look amazing and most importantly, they sell! You can count on Dominique to be in stock and deliver. When a woman finds a Dominique style and size that she loves, she will come back for that Dominique bra again and again. 50 plus years of manufacturing knowledge are in every stitch of every bra we produce. We don’t just want a sale, we want women to come back again and again.”
Vice president Kevin Byrnes is the main sales contact for the brand, and will be at the upcoming Curve show. He can be reached at email@example.com, or (914) 595-4146. Also coming to Curve will be sales executive Cardin Krummel, available at firstname.lastname@example.org, or 516-652-1868.
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