(Filed Under wholesale Shapewear News). Brazilian bodywear producer Esbelt is bringing its unique approach to shapewear to the U.S. market. The company described itself as offering branded garments that marry firm compression with lightweight material, and styling that combines exotic, classy, elegant and sexy elements.
The brand includes seven styles available in shades of black and nude, that retail from $50 to $80 and run in sizes XS through 2XL. All styles are expected to hit the U.S. in late spring of this year. Esbelt has already experienced reported success globally, with over 3,000 points of sale in Brazil, and 1,000 combined points of sale in Europe, the Middle East and Africa.
According to Thiago Pasos, vice president of marketing for Esbelt, the company achieves its firm, excellent compression through a lightweight material by blending natural rubber with cotton lining.
“Esbelt garments deliver slimming results via a wide range of innovative, profitable products that capitalize on the Brazilian mystique,” he commented. “Garments are of excellent, long-lasting quality. We use steel hook-and-eye closures on select garments, which last longer than those made with plastic, and zipper closures on others.”
In Europe, Esbelt’s best-selling style is the Bela Vest, an under-bust top designed to slim the waist, flatten the tummy, lift the breasts and correct the wearer’s posture by providing back support. The garment features flexible, sewn-in boning to prevent it from rolling up, and adjustable bra straps. The brand’s second-best selling style in the region is the Ipanema Slimmer, a strapless top that the company says “provides firm support from mid-hip to above the waist, visibly reducing the waistline by inches and creating the famous Brazilian curves.” Like the Bela Vest, it includes built-in, flexible boning.
In addition to expecting these products to see success on the U.S. market, Pasos also expects the new Samba Slimsuit Panty and Thong to be very popular. Both are invisible under clothing, provide torso control and light hip control, and include removable cotton straps. The company said they “[offer] lightweight, fashionable design [that is] perfect for use with a variety of clothing.”
Through market research, Esbelt has learned that its consumers are of varied ethnicities, and are primarily 25 to 54-year-old women who are fashion, health and fitness-conscious. According to Pasos, the company has come to the U.S. to offer women a product that is different from what is currently available to them.
“Esbelt is here to offer something more interesting to women,” he said. “We want to offer results that they would not have with another product, and an image to which they can relate. We want to bring the Brazilian mystique to everyday American women.”
For further information, contact Esbelt’s offices in Orlando, FL. by calling (800) 454-4416.
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