(Filed Under wholesale Lingerie News). Exhibiting at Curvexpo marks the first important step by J’attire, a Canadian firm, to enter the U.S. market. What sets the the brand apart are the hypoallergenic properties and comfort of its lingerie, according to its founder.
Heretofore the label, which launched in 2010, has only been offered in its own Vancouver store.
“Few years ago, our house was on fire and my younger sister got severely burned. After recovering from the physical injuries, her skin became extremely sensitive and she was having allergic reactions from most of [the] brassieres on the market. This is how I decided to design my first bra.” So began the store of J’attire’s creator, who asked, to preserve the anonymity of her sister, to only be identified by her “second name,” Elizabeth.
“Coping with the psychological distress after the recovering was difficult too, so not only I wanted her to feel comfortable but I wanted her to feel beautiful and sexy too underneath. So, I focus on creating a bra with hypoallergenic material, without neglecting the beauty side of the bra. Then, I started to design a bra here and there for my friends too, and they all loved it. This is how everything started.”
The sensibilities that led to the creation of the first bra continue today. “Our philosophy is to ensure each of our products is specially designed to ensure elegance, comfort, support and versatility. I believed the end-customers will enjoy all the small little design details we integrated because our team design each collection with lot of love,” explained the designer.
In addition to Elizabeth, the company also uses designs “from local students,” she noted.
When asked with what other brands her lingerie might hang in someone else’s store, she replied, “it’s hard to answer because I noticed most of the other brands are either sexy or functional. I think we are in the middle. If I have to really say a name, Josie Natori is an inspiring entrepreneur. J’attire also focuses on design to make a women feel good, feminine and attractive from day to night.”
Wholesale prices for the bras range from $28 to $36, and sizing ranges in band size from 28 to 40, AA cup to I cup. Thongs, tangas and boy shorts range in wholesale price from $8 to $15 and garter belts from $20 to $28. Slips wholesale from $28 to $36.
“J’attire is a French word meaning “I attract.” I believed that every woman, no matter their age, their shape or their skin type, deserve to look at their absolute best, to feel attractive and comfortable. This is the reason why comfort and style are always at the heart of everything we designed. To ensure everyone’s life can use a little of J’attire, I decided to open my first boutique in Vancouver.”
The designer emphasized “we are working to have other stores carry our brand across Canada and U.S. in the coming year....We are now ready to expand into a new geography segment.” She added, “We are exhibiting at Curvexpo to reach the entire North American territory.” The company has not used independent reps to date, “but we will have to start looking into it.”
BODY asked Elizabeth which styles she would recommend to a store trying the label for the first time. “I believe every woman should have more than one bra in their wardrobe for different occasions. J’attire offers both everyday bras and special occasion bras. Because women are becoming more and more attentive to the level of comfort, I will recommend our Nikki collection (SKU# TC7TCB) because it’s totally hypoallergenic. Nikki is made with modal and the brassieres’ hardware is 100% nickel-free. Another must have will be Francine (SKU# SA000B), a very classy and feminine push-up bra for more petite ladies. The bra straps are convertible to strapless, criss-cross back or halter. Our Janice (SKU# LACNQB) or Jacqueline (SKU# SH7TUB) collection are also very sexy and wonderful.”
Elizabeth added that at the August Curve in New York, “Everything we are exhibiting at the show is our new collection. We will be introducing our silk collection in Fall/Winter 2014.”
When we asked if she had any concluding remarks, Elizabeth wrote, in an email reply, “Under wire bras are not for every woman. Nowadays, more and more women are searching for wireless bras, which are known for their comfort, especially for women with wide-set, splayed, and sensitive breasts due to pregnancy or women with breast implants.”
“J’attire’s Nikki wireless bra is hypoallergenic and designed to provide maximum support and comfort. Its 100% cotton soft cups are perceived to make the bra so comfortable that no women will want to remove it, even before bedtime. Adjustable straps can be easily converted to cross back. There is a limited choice in the market when choosing for a no wire bra that covers up to 36 sizes. Nikki wireless bra is made with modal and the metal hardware is 100% nickel-free. It comes in size 28-40 band, from AA to I cup and in both blue and cream color.”
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