(Filed Under wholesale Lingerie News). Uncommon Sense is a new “digital-first lingerie lifestyle brand” from Retailwinds (formerly known as New York & Company, Inc.), located at www.uncommonsense.com.
Offered is a collection of “sleep, beach, and everything underneath” that will also soon be "available at New York & Company stores and www.nyandcompany.com.”
Leading the new label is brand president Pam Rice, who worked at Victoria’s Secret from 2006 through 2016, eventually rising to executive vice president - GMM of merchandising. More recently, from 2017 to 2018, she was SVP - GM at Love by Gap.
“We started this journey by listening to our customers, specifically their challenges when shopping for lingerie,” declared Rice. “The common themes we heard brought us to solutions which is why our brand makes ‘uncommon sense’ in solving many of these pressure points.”
In early May the 13 bras on the website retailed from $19.50 to $45, with many at $29.50. The 88 panties displayed retailed from 12.50 to $16.50, with many also available at “buy two get two free.” Of the 23 swim suits offered, one-piece versions ranged from $44.95 to $79.95. Bikini tops were $44.94, bottoms $24.95.
According to the launch release, “Uncommon Sense is part of RTW Retailwinds multi-brand portfolio, which includes New York & Company, Fashion to Figure, and two recently launched digitally-native brands including Happy x Nature, Kate Hudson’s first ready-to-wear collection which launched on April 4th, and Uncommon Sense.” The company noted the latter “is positioned to capture share given the disruption that is occurring in the lingerie lifestyle market.”
Explained Retailwinds’ CEO, Greg Scot, “we are at a defining moment in our corporate reinvention, with a proven track record for developing celebrity and sub-brand collections that resonate with our customers. Our recent introductions of two new digitally-native brands reflect the team’s ability to leverage our competitive assets and infrastructure across design, digital, customer, and operations to develop and bring to market brands that address specific whitespace competitive opportunities.”
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