(Filed Under wholesale Lingerie News). Fantasy Lingerie reported a strong reaction to the recent “relaunch” of its all white, boxed Pure lingerie collection. “We changed some of the designs and made the whole collection more affordable,” declared Leilani Whitney, managing director of the firm at the recent International Lingerie Show. “And stores have reacted in a dramatic way.”

Pure, which some might consider a bridal collection, currently contains eight silhouettes including a babydoll with matching g-string; two chemises with matching g-strings; two lace dresses, with matching g-strings; a lace gown with g-string; an embroidered bustier and matching g-string set; and a lace ruffled bralette with g-string. Whitney called the collection, “sensual, romantic lingerie,” and emphasized that “anybody can carry it,” from a wedding boutique to a sexier store that only carries boxed lingerie.

The photos on the boxes are “shot very straight, clean and innocent,” she added.

One of the biggest changes is in the pricing. “The price point was too high for a boxed line,” she said of the original collection, which launched back in September 2012. The new Pure, which started shipping at the end of the year, ranges in wholesale price from $9 (for the bralette and g-string) to $15 (for the embroidered garter chemise with g-string). For the previous collection, prices had ranged from $18 to $28.

“People keep asking for this. There is a wave of people out there who want white lingerie. By keeping it in a box, it stays clean and easy to manage for the retailer.” Whitney added that all the garments are hanger ready with hang tags, giving the retailer options to merchandise the Pure collection on the sales floor. “If our customer wants the collection shipped on a hanger we are able to provide that also. We can accommodate all our customers as our line is as great in the box as it is out of the box.”

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Published 04-23-2014 by -