(Filed Under wholesale Lingerie News). Double Scoop is a new brand, with a collection of colorful breast enhancing bra inserts, that used the Las Vegas Curvexpo as “our launch party,” declared co-owner Annabelle Abba Brownell, who with partner Betsy Heafitz, met with BODY in August.
In an email exchange after the show, Brownell explained, “The Double Scoop brand was clear and well-received at Curvexpo, and we are very pleased with the exposure the show gave us. We positioned our brand to stand out above the sea of soft whites and pinks as well as stand out on the shelf, by choosing representative colors like lime and black, to match our “stand out of the crowd” attitude. Our approach is similar to Spanx in that we approached a category that is subtle and not discussed by consumers, and made it fun and fashionable, in additional to functional. Spanx took the taboo out of wearing a girdle, and we are doing the same for adding a little something special to your bra and swimsuit.”
The two partners got into the business when they were doing a routine together in a Brazilian dance group and were seeking bust enhancements. “We could not find them. All of them were silicone and heavy, not quite right for the dancing girls we are.” So they came up with inserts that were light but also fun and colorful.
The Double Scoops are made of a lightweight foam and each package comes with 20 double-sided tape strips. The different colored inserts come with ice cream names like Caramel Chip, Sweet Peaches, French Vanilla, Black Licorice and Peppermint Stick and are designed to retail for $19.99.
“It is all about having fun,” said Heafitz, explaining that she wants customers to feel proud and happy about wearing her inserts as opposed to being ashamed or embarrassed. “It is really about how you feel when you wear it. That is the most important thing. We are about lifting and adding volume” as well as lifting spirits. To explain why they are using bright colors and patterns, she added. “Underwear is visible now. If a little bit of this shows it is okay.”
“In addition,” to the original collection of inserts, Brownell noted, at the show “we had some prototypes for product line extensions for which we received feedback and will debut at CurveNY in February. Similarly, we saw demand for product lines to target a variety of women who are under served in our product category. We are working with our design and manufacturing team to design a product to meet that demand and should also be taking orders for that line in February at CurveNY.”
Asked about which stores have started with Double Scoop, Brownell replied, “We have shipped to a variety of retailers like Blue Ginger in Hawaii to Fridays Image in Canada who will be carrying our product this month.” At the Curve show in Vegas, “retailers were immediately drawn to our eye-catching retail packaging. The unique style and playful image stopped many retailers walking past our booth. We both have marketing backgrounds and we know the importance of good packaging. We want to help retailers sell product. That is our goal. We want to spark consumers’ curiosity. Packaging is the first step. Our packaging, in addition to our creative name, Double Scoop, gave the retailers confidence that any product inside that package was going to be just as clever.”
Both partners attended the Curve show wearing their dancing costume tops. “Our glittery, sequined lime green bras garnered almost as much attention as our product,” admitted Brownell. “We’re thinking of adding those to our line of products as well. At the very least, we promise not to be seen without them, in case the paparazzi are nearby.”
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