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Added: Mar 2019

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Nicolas Attard: ‘Craziest Year Since Inception”

Oh La La Cheri’s lingerie as outerwear.
Oh La La Cheri’s lingerie as outerwear.

(Filed Under wholesale Lingerie News). “It has been the craziest year since inception,” declared Nicolas Attard, the founder of Miami-based Oh La La Cheri.

“We are already running at full capacity. As of March 15 our sales have surpassed all the sales we did in 2017. It feels like we are leveraging, finally leveraging our design reputation,” he continued.

While sales have steadily grown for several years, Attard said it feels “right now that we are perfectly aligned with what’s happening in society. It’s the Kim Kardashian effect. She and those like her are driving the world right now. The average girl wants to be Kim Kardashian. And we are going after that market. They want to be sexy, appealing to certain types of guys. They are party girls. Girls who are following the trends when it comes to fashion. They are super fashion oriented.”

“These girls, as I have said many times before, are taking lingerie and crossing the line and wearing it as outerwear. Women are much more free with their bodies and their way of thinking. And when they shop for lingerie they want it to be statement lingerie. A statement piece.”

One key to his success, Attard emphasized, is that he focuses on producing “bold designs at affordable prices. Now, our niche has become much, much bigger.”

Another important factor in the recent growth at Oh La La Cheri is that “the mainstream guys want to be sexy now.” Listing a number of large retailers and department stores, Attard added, “the big, mainstream guys used to be extremely conservative. Now the consumer and society has changed, and those mainstream stores are saying, “Let’s go for it!””

Attard also sees sexier retailers “crossing over” into new territory. “It used to be that the adult stores were staying in their lane. And the mainstream stores would stay in their lane. Now there are no lanes any more. Adult stores are carrying PJ’s, some much milder stuff, where they used to carry only hardcore sexy. Now all kinds of lingerie. They want to surprise her. Embroidered lingerie to go out with.”

Oh La La Cheri has expand on all fronts — design, sales and production — to meet the new demand. “It used to take us months and months to do ten styles,” he laughed. “Now we do 500 or 600 styles a year, which includes our own collections as well as private label programs for many retailers.”

Of course there is one other factor to the success of Oh La La Cheri that Attard did not mention. Despite the increasing volume, every collection includes unique and interesting styles and fashion elements that stand out from the rest of the market. One can see a clear, consistent effort to make it different, to make it surprise. And that has been there year after year.

Contact Oh La La Cheri at (305) 531-2929 or

more wholesale Lingerie News >>

Published 03-27-2019 by -

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