(Filed Under wholesale Lingerie News). Joanie Reznik and her husband Maurice recently founded The Morphing Company, as well as launching a new website, Morphbra.com, in a mission to provide women with more comfortable intimates and other apparel.

One factor that should help the new company gain traction is the fact that Maurice has spent decades in the lingerie business, including service as president of Warner’s Intimate Apparel Group, North America; CEO at Maidenform; and CEO Intimates USA and UK for Delta Galil.

The first product in what they hope will be a succession of items, is the Morph Bra, retailing on their website for $55.

In a message on Linkedin the couple explained, “Time and time again, women have been forced to compromise on comfort, reliability, and self-confidence when choosing between the many variations of modern bras. Most bras are so uncomfortable that women cannot wait to take them off in the evening.”

Their goal was to “provide women with a luxuriously comfortable bra that they would want to wear around the clock. Like most women, Joanie has spent her entire life facing the reality that most bras are not made for the comfort of women,” adding that “together they decided it was time to offer women a unique soft bra that adapts to their unique shape to provide the perfect fit.”

An important commitment of the new firm is its support for “Shatterproof—a non-profit organization focused on ending the addiction crisis,” and a pledge to “donate a portion of the proceeds from the Morph Bra.”

In an interview with BODY, Maurice Reznik explained the company is starting with two styles of bras, one with a scoop neck, the other with a V neck, and will then be adding other styles, including “leggings, bottoms and sport bras.” On the website in late December, the company offered the scoop neck bra in two sizes XS/S/M and L/XL and in a variety of colors. He added, “depending on the style, the bras will fit women 32A though 40DD! Truly morph to the body.”

“The common element among all styles is sensual comfort, fit flexibility, high tech construction.” The website explained the bra is made “with super-soft, moisture-wicking fabric that provides “360 stretch,” and comes with removable pads. The pull-over style features “Persbond no stitch edges” and no clasps. The bra is “invisible under clothes” and features “high-temperature wash resistance.” The company offers free shipping and free returns for its products.

Reznik emphasized the Morph Bras are “the most sensually comfortable bras ever!” And listed other benefits: “adapts to a woman’s unique shape, patented bonding technique, zero pain points, zero bulge, zero digging, invisible under clothes, weightless, buttery soft hand, I can go on and on.”

The company will start with online sales to consumers on its own website, and add “sequentially, other online channels, then wholesale.” Contact: Support@morphbra.com.

“I’ve always had an obsession with comfort,” Reznik concluded. At Maidenform, he said he used to hold “comfort meetings” during which he and members of his team would pass around the various components of a bra and evaluate how comfortable they would be for the wearer. And, as he and his wife were creating the Morph Bra, they employed “200 women to wear test” various production samples, comparing them to “the most direct competitors” in the market. ­— NM

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Published 12-31-2021 by Nick Monjo