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Orion Expands Its Market Base

Vedette Body Shaping Wear.
Vedette Body Shaping Wear.

(Filed Under wholesale Shapewear News). Although Orion Manufacturing has had U.S. offices since 1998, the Colombian shapewear company just recently began catering to the American market.

"We've had a really important year [so far] by opening to a new market," Ramiro Vargas Jr., vice president of Orion Manufacturing, said. "Before, we were primarily catering to Hispanic populations within the U.S."

Vargas added that although Orion has not yet launched its new marketing campaign, which will premier this summer, the company has already seen "such a major increase in sales," that he expects annual sales, which totaled at 9 million last year and have averaged at a 25 to 30 percent annual increase in recent years, to nearly double in 2009. To accommodate its growth, the company has added several call centers and increased its staff size, which now totals at between 300 and 350 employees.

The company's shapewear, which is made from powernet, nylon, spandex and Lycra fabrics, runs under the Vedette Bodyshapers brand in sizes 3XS - equivalent to a size 28 - to 3XL in shades of nude, black and white. Lines include the Dual Compression, Strong Compression, Medium Compression and Hosiery Compression, running at respective wholesale prices of $22 to $35, $30 to 45, $35 to $49.28 and $12.

The company decided to enter the American market six months ago, after discovering that the majority of American shapewear companies conduct their business through the Internet. Orion added an English language option to its Vedette website, and very quickly saw a reported significant increase in revenue.

Vargas expressed surprise and excitement over the company's speedy success in the American market, given the current economy and the company's struggles when they first entered the United States.

Vargas described Vedette's current primary customer base as 25 to 40-year-old women in sizes S through L, but that the company hopes to reach customers who have never worn shapewear before by creating a more "sensual, lingerie-inspired" product than the shapewear currently on the market, which Vargas described as resembling a "scuba diving suit."

The company will introduce a plethora of vibrant colors not typically seen in shapewear in early August, including lime green and pink. Additionally sizes will expand to a 6XL.

Also in August, the company, which currently produces two bodysuits for men running in sizes XS to 2XL, plans to expand that collection.

Founded in 1983, Orion Manufacturing has headquarters in Williamson, Georgia, Bogota, Colombia and Mexico City, Mexico. For further information, call (770) 412-9835.

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Published 05-14-2009 by Amanda Torres Price

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