(Filed Under wholesale Lingerie News). Seven ‘til Midnight is offering brides their on-trend style for the first time. The sexy and "sophisticated" intimate apparel brand has launched a collection of over 25 packaged and hanging bridal lingerie pieces, including staples like bustiers; waist cinchers; garters; chemises; camis; and teddies wholesaling from $6 to $14. Hanging styles are available in sizes S through XL, as well as 1X/2X and 3X/4X, while packaged styles, which come in the brand’s signature pink polka curvy box, run in One-Size and One-Size-Queen.

Vinh Luong, director of sales and marketing for Carrie Amber Intimates, the company that produces Seven ‘til Midnight, said that the brand ventured into bridal based on demand and a void in the market. “We were getting a lot of requests from customers to do bridal,” she said. “We also felt that bridal market could be more trend-driven. We have always been known for our fashion-forward designs and quality at a competitive price point. We took that formula and put into bridal, taking some of our key bodies and giving them a bridal twist to offer brides sophisticated, trendy pieces. A lot of the pieces are also functional; the bride will be able to wear them way beyond the wedding night and honeymoon."

The collection includes the five groups Flirty Frills, Bonjour, Flawless, French Kiss and Sophia “rounded out with bustiers and waist cinchers, which retailers can purchase in either packaged or hanging styles,” said Luong. She described Flirty Frills as “offering burlesque inspired look with lots of ruffles,” while Bonjour’s teddy and cami and boyshort set, boast “much more elegant and sophisticated looks than many of the bridal pieces out there.” Flawless’ cami and short set, chemise and robe, transition into sleepwear, while Sophia’s long cami slip, bra and skirt set complete the collection.

Luong reported that retailers should expect even more bridal from Seven ‘til Midnight in coming seasons. “This is our first bridal line, and we have had so much fun designing it, and have gotten such great feedback that we will definitely be increasing our selection [in this category] in the future.”

Romantix Inc., among other retailers, has picked up Seven ‘til Midnight’s bridal line. Amanda Funnell, intimate apparel buyer for Romantix (RomantixOnline.com) reported success with the line. “The sell-through has been greater than expected. We created a huge marketing campaign for this bridal season, which has created more store traffic,” she said. “[We decided to try to the line out because] Seven ‘til Midnight offered unique styles and great quality. The retail price point is great for our customers. Seven ‘til Midnight has also been featured in many mainstream publications and worn by several celebrities, so picking up the line was a no-brainer.”

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Published 05-14-2010 by Amanda Torres Price