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Flirty Adds Shapewear Category

(Filed Under wholesale Shapewear News). Los Angeles-based Flirty Intimates is expanding beyond its lingerie and sleepwear niche with the recent introduction of its first shapewear line. The shapewear is currently available for purchase, and the company showed it at the recent International Lingerie Show (Sept. 21st through 23rd). Made in Colombia, the approximately 20 bodyshaping suits—which come in shades of black, white and nude—are available in PowerKnit fabric or a latex-based fabric, and run in sizes XS to XXL. Styles made from PowerKnit run slightly higher than those made from the latex fabric.

According to Navid Javidzad, owner of Flirty Intimates, the company decided to add the shapewear category in response to customer demand. “A lot of our customers were asking [for shapewear]. It is a new fairly new category in the U.S., and the prices of those styles already on the market are very high. We feel we can bring a high-quality and affordable shapewear line to the market.”

He added that the fact that Flirty's shapewear is made in Colombia rather than China is a testament to its quality. “We went with Colombia because we wanted to use Powerknit fabric, which is not available in China. The best bodyshapers in the world are made in Colombia. [Additionally], we found a factory that gave us a very good deal when we purchased in volume, so we have been able to keep our prices low.” The line will be sold in the U.S. as well as internationally.

Javidzad reported that the company expects to attract Missy customers by introducing shapewear. Flirty's current customer base consists mainly of the junior market.

In other news, Javidzad reported that, despite the recession, the company has experienced sales growth over the past year of 15 percent, which he attributes to the brand's combination of quality and affordability. “Are prices are pretty low compared to other competitors. In this economy people are looking for good quality merchandise and innovative designs at a lower price point.”

He also attributes this success to the popularity of the company's best-selling style: The Sexy Chef with G-string (style 4001). At the end of October, the company will add the colorways black/red, fuchsia/black and black/light pink to the style, which currently comes in black/pink. Javidzad believes that the style's popularity is due to its combination of sexiness and taste. “It is very sexy yet conservative at the same time,” he said.

According to Rona Bonilla, buyer for Peekay Incorporated, Flirty's Sexy Chef style sold out of stores within a month, and when

she brought in a second shipment it sold out just as fast. She described the style as having: "[A] great price point, [and] fitting all

body types."

For further information, call (213) 741-0440, or e-mail

more wholesale Shapewear News >>

Published 09-25-2009 by Amanda Torres Price

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Flirty Adds Shapewear Category

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