(Filed Under wholesale Lingerie News). Atelier Amour, a relatively new, sexier French brand will be coming to Curve in New York in February. The company has exhibited at European lingerie shows (Paris and Dessous London) in the past, but this is its first in the U.S.
Before founding the brand in 2014, Rachel Bouchon had an extensive career in the industry, working at better French labels including Chantal Thomass, Barbara, Simone Perele and Aubade. But with Atelier Amour she took a more direct, sexier approach than what you think of with those names. The compact collection has lots of light, see through fabrics, and backless panties and cup-less bras are included. A special Christmas promotion offered a free pair of handcuffs with orders over 150 euros.
“I started working in lingerie during my studies in a wonderful shop in Nancy France,” Bouchon told BODY. “I discovered Lise Charmel, Andre Sarda, Aubade and was fascinated with the styles, fabrics, details of their collections and totally fell in love with this universe. I ended my studies with a long trainee in Chantal Thomass brand which confirmed that this will be my way! Then I became product manager in Barbara where I learned a lot about the collection development and the importance of fitting.”
After she left Barbara, she worked “four years for Simone Perele for the private labeling branch. I learned about the commercial and negotiation strategy and also about the bulk supply chain. Then I left for Aubade to become a senior manager, handling the “classicals” collection, but also the technical and sexy ranges. So I worked a long time with Philippe Bernaud when I was in Aubade (2007-2014), a few months with Nicolas Riedler.”
Bouchon explained, “during all these years working in lingerie business I met a lot of men who wanted to buy erotic lingerie for their woman, but they didn’t know how to proceed! I also met many women who wanted to wear sexy and playful lingerie, which is both affordable and not tasteless. This how I decided to create Atelier Amour. The mission of Atelier Amour is to create lingerie that sparks desire and playfulness. Each of our creations has been imagined as an invitation to shared pleasure, to lead you towards new discoveries. To ensure that the experience is pleasurable from the very start, our lingerie is presented in a pouch inside an elegant presentation box. In French we say that it’s “pret à offrir,” which means ready to offer.”
“Atelier Amour ranges have bras, briefs, bodysuits, babydolls, garter belts and accessories like hosiery and our famous best seller Kit Rendez Vous.” Retail prices for the bras range from $59 to $85, panties from $51 to $67.” The pieces are sized S, M and L. “I may increase the size range for next year,” she noted.
The only U.S. retailer currently carrying the line is an online site based in Florida, www.myfrenchwardrobe.com. “We sell in Lady Paname in Bruxelles, Le Petit Secret and Les Rituelles in Paris, Linierie in Berlin, LOVEVER in Italy,” she continued. “And also on eshops like Glamuse and Brigade Mondaine.” Asked about other types of stores, she replied, “for the moment we are not in department stores, we hope this will be the case in 2019. We are working on it!” Retailers in the U.S. should consider Atelier Amour because, “we are an independent and creative brand. Parisian based, we develop erotic-chic lingerie with a typical French touch! Our unique packaging makes our lingerie an art of gifting experience that every woman loves.”
Bouchon said that she currently does not have an American distributor or rep, “but this could a very good way to develop the U.S. market. We are open to discussion.”
Retailers can contact Bouchon at +33603702284 or by email at: email@example.com. — NM
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