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New ‘Sugar Candy’: A Growing Piece Of Cake


Left, Sugar Candy - Crush, right Sugar Candy - Original
Left, Sugar Candy - Crush, right Sugar Candy - Original

(Filed Under wholesale Lingerie News). “Very quickly, Sugar Candy has contributed to becoming about 30% of Cake Lingerie’s revenue,” declared Keith Hyams, director the Australian brand with a global presence.

Cake, which had heretofore focused on the maternity and nursing bra categories, launched the new, wire free, fuller bust brand over a year ago. “It’s enabling us to provide more focus to the brand and enabling us to invest in product development, sales and marketing.”

While Cake Lingerie itself launched over a decade ago, and has expanded to include a wide range of maternity bras, underwear, sleepwear and swimwear, Sugar Candy is still in its early stages of development.

“Whilst there is certainly a massive demand for this category (fuller bust women seeking seamless, non-wire comfort with support), it has been met with skepticism,” Hyams told BODY. “Stores don’t believe it can be done in six sizes to cover 40 cup and band size combinations. It’s never been done before and those who’ve claimed, have failed.”

“Stores who brought those brands/product lines in have been disappointed and hence don’t believe this can be done, and consequently getting them to try it has been a challenge. The word is getting out, though, and it’s primarily through stores recommending it to each other that’s driving awareness and growth for the brand.”

The director pointed to a testimonial for Sugar Candy he received from Brachic, a retailer in Canada. He quoted a store spokesperson: “At Brachic we love the bras. Finally we have a great option for women with fuller breasts that want a non-wired supportive bra to add to their bra wardrobe. A bra to travel/lounge in that provides good support. It’s not often that I am at a trade show where I feel stopped in my tracks. Sugar Candy did this to me. When I saw this bra I knew I had to buy it for my customers. I placed my order right there and then, and that is something I have never done at a trade show before. I was that certain. I have been asked by Brachic customers so many times over the years for this very bra. But there was nothing on the market that I thought would deliver. My search is over now I have found Sugar Candy. Thank you Sugar Candy!”

Hyams emphasized that “Sugar Candy has enabled Cake to find a new niche - seamless, comfort bras for fuller bust women. Patent pending, Sugar Candy continues to take an increased focus, especially as it has a wider market than that of maternity/nursing alone. We’re regularly gaining new retailers who are taking on the brand via word of mouth and our ongoing efforts.”

As Cake develops the brand it has been adding products. “Since Sugar Candy - Original, we’ve launched Sugar Candy - Crush, which is a trendier, sportier version aimed at the younger, fuller bust woman. We’re about to launch a lace version of Sugar Candy (Lux) along with a Tank.”

Hyams provided the names of several stores he said are selling Sugar Candy. “In the U.S. the bra is with A La Mode, Northwest Bras, Herroom, Bare Necessities, Revelation in Fit, Tina’s Closet, Bravo Bra Boutique to name a few,” explained Hyams. “The most high profile account for Sugar Candy is ‘Bravissimo’ which has 35 boutique stores in the U.K., including their massive online store. They do very well with the Sugar Candy bras and continue to take on the newer styles.”

The Sugar Candy website is www.sugarcandybra.com. Contact Hyams at keith@cakematernity.com. — NM


more wholesale Lingerie News >>

Published 10-02-2018 by Nick Monjo

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New ‘Sugar Candy’: A Growing Piece Of Cake


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