(Filed Under wholesale Shapewear News). With the success of its OverBra launched last May, private label powerhouse Biflex Intimates Group is focusing more of its attention than ever on branded merchandise.

Debby Long Gedney, president of the company, remarked: “The lionshare of our business is still private label, and we are continuing down that very successful path while also focusing on our new branding initiative.”

The bulk of the company’s attention in the branding arena is focused around the OverBra, which is a patent-pending collection designed to lift the bust and smooth out contours “for a sexy, feel-good hourglass shape,” according to Biflex. Styles, which are meant to be worn over a bra, include the OverBra; Body-Shaper Midriff OverBra; Body-Shaper Longline OverBra; the Body-Shaper Slip OverBra; and the Body-Shaper. Gedney reported that the company is working on product development for the collection, and expects to build upon it in the near future. Styles retail from $25 to $55, and are available in sizes S through 2X. Key retailers carrying the line include JCPenney, Belk, Herroom.com and BareNecessities.com.

Part of the line’s appeal, reported Gedney, is its popularity among women of all shapes, sizes and ages. “No matter what age they are, there are women out there who are interested in looking the best that they can,” she explained.

With the branding initiative’s launch, the company has also hired sales representatives across the country. Included is the Accessory Resource Gallery in New York City, hired to deal with major catalog accounts. To cover the specialty store channel, Biflex has added Gene Bieker for the southwest; Charlanne and Richard Leavy for the Northeast; Tom and Amy Harrigan for the Midwest and southeast; George Hardy for North Carolina and Georgia; and Charlie Brown for the west coast.

Gedney said about the company’s decision to add sales representation: “We have conducted our business with larger retailers through direct sales. However, we felt that it was critical at this time that we work with specialty stores. The reps know their small accounts, and they have an understanding of what is right for the stores.”

For further information, contact Biflex at (212) 696-3414.

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Published 03-15-2010 by Amanda Torres Price