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current news

B*Up Makes Successful Debut

B*Up pj set style.
B*Up pj set style.

(Filed Under wholesale Loungewear News). Since launching in May 2009, sleep and loungewear brand B*UP has experienced extraordinary market success, according to Fatima Walsh, sales director for the new company. She reported that between May and November, sales for the brand had more than tripled.

Prior to helping to launch B*UP—which stands for Beautiful Unique Pajamas—Walsh worked for in sales for over 20 years with Cosabella, and through her experience says that she can tell that the brand is undergoing an exceptionally successful launch.

“Through my previous experience with Cosabella, I can tell you that we are really taking off,” she said. “We are just ecstatic. All of my old customers have been so loyal to us.”

Fatima and her husband Steven Walsh, who both handle the sales side of the business, work in partnership with co-founders of the company, Venezuelan couple Leida and Leonardo Romero, who handle design and production.

According to Fatima, the designs are very innovative, and the team is a natural fit. Sleepwear styles run in sizes S through XL, with pants wholesaling for $19 to $30 and chemises wholesaling for $28 to $33. This winter, based on customer requests, the company is adding long, lounge dresses to its assortment of sleepwear. All styles are made from a blend of Peruvian pima cotton and modal.

Although Walsh described all styles as one-of-a-kind, she called the men’s shirt and pants the company’s signature silhouettes. “Our chemises are also special because they don’t reveal your stomach or your behind,” she said.

“They flow very nicely without being matronly.”

She attributes much of the line’s success to its value.

“The price is fantastic for the product we give to the customer,” she said. “Our success is based in our fabric, prices and styling. [Our product] looks more expensive than it really is. At the same time it is very comfortable, as well as contemporary yet classic. We double-layer fabrics so that it is appropriate for mothers to wear around their kids. We have a little bit of everything—solids, prints, pastels, basics, brighter colors in the newer collection, lace and satin trims—so our customer base in really women from their 20’s to their 60’s.”

Zee Patel, general manager of Bits of Lace in Charleston, South Carolina, which carries the line, agreed with Walsh’s praise of the brand.

“We love it,” Patel stated. “[We love] the way it feels, the way it fits, and the price point is amazing. We cannot keep enough of it in stock. From the young to the middle-aged; everyone likes it.

“[The brand is also] very good on shipment; within a day or two [of placing your order] you get exactly what you asked for. Also, for someone who just started, their line is pretty big.”

B*Up additional customers include Ritz Carlton Hotel stores; Intimacy stores; The Townshop in New York City; The Picket Fence in Ketchum, Idaho; and I C London in Charlotte, NC.

B*Up’s products are made in Peru, and the company is based in Miami, Fl. For further information, call Fatima Walsh: (305) 992-6100. E-mail her at

more wholesale Loungewear News >>

Published 12-28-2009 by Amanda Torres Price

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