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A look from Amoena Mia.

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A look from Amoena Mia.

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A look from Amoena Mia.

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A look from Amoena Mia.

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current news

Amoena Gets Strong Response at CURVENY


Lori Davison of Amoena, Deanna Tinios and Deborah Robb of Top Drawer in Exeter, N.H., and Andrea Goldsmith of Amoena.
Lori Davison of Amoena, Deanna Tinios and Deborah Robb of Top Drawer in Exeter, N.H., and Andrea Goldsmith of Amoena.

(Filed Under wholesale Lingerie News). Full-cup and mastectomy lingerie company Amoena had a "wonderfully positive" showing at the CURVENY trade show in New York City this week, according to brand representatives and attendees.

Amoena Mia showed both fall 2011 and spring 2012 Amoena Mia lingerie collection, as well as 2012 Amoena and Amoena Mia swimwear lines. Amoena Mia lingerie features full-cup bras in sizes 32 to 48, C to H, plus I and J cups that go up to a 44 band size with wholesale price range of $30.50 to $35.50 and a recommended retail price range of $66 to $77. Mia’s patented comfort+ technology helps equalize the body’s temperature, while the bra fit provides confidence through superior shaping and support. Mia swimwear fits sizes women’s sizes 6 to 18 with C to G cup breasts. Amoena swimwear accommodates women’s sizes 8 to 22 and has garments that provide extra coverage or support for prosthetic breast forms.

Amoena brand merchandising manager Lesley Pfitzenmayer told BODY that buyers were "so intrigued to find out there is new technology that their real-sized customers can benefit from and still look fabulous." The collections’ sophisticated colorways were a hit, as were Amoena Mia’s Priscilla and Melissa style wire-free bras, as well as Mia’s T-shirt bras, which are contoured uniquely to eliminate the unnecessary bulkiness that can occur with full-cup T-shirt styles.

"The current retailers are so pleased that Amoena stood behind the products in the first launch and were so glad to see the improvements made to to those carry-over styles," Pfitzenmayer said. "The new retailers are relieved to learn how Amoena provides creative methods and solutions to drive traffic and sell-through ... they really have the full package of support as they work with their account manager, who gives guidance and ideas to help their business grow."

Eighty-two percent of Amoena’s appointments and visiting retailers were new to the brand’s collections, with nearly a fifth of those buyers about to launch their business. The remaining 18 percent of Amoena’s visitors were retailers loyal to the brand.

CURVENY opened strong, with attendance on Sunday exceeding total attendance at the CURVENY show last February 21 to 23.


more wholesale Lingerie News >>

Published 08-04-2011 by Katherine Rautenberg

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