(Filed Under wholesale Lingerie News). DoubleScoop, the new bra insert brand with an altogether different attitude, has been expanding since its launch at Curvexpo in Las Vegas in August, shipping to additional stores and expanding its product line.
The key to DoubleScoop is that instead of treating bra inserts as something to be ashamed of, or at least hidden, here they are designed in bright colors and patterns that are begging to get noticed. “Retailers immediately understand our vision that shapewear should be fun as well as flattering,” explained Annabelle Brownell who started the line with partner Betsy Heafitz. “These days, it’s ok, and in fact, sexy to show some undergarment – think bra straps and g-strings. They’re not hidden anymore. Who knows who might see them, but just in case, you’re looking good, and you’re owning it. You don’t have this strange silicone jellyfish falling out.”
“We are fortunate because Spanx has had such success making a girdle an acceptable accessory, to the point where celebrities can confess they are wearing Spanx on the runway,” added Brownell. “Customers have also been responding really well to DoubleScoop. Many had no idea the category existed. They love the humor and the cheekiness, but most of all, they love how they look when they put them in, and love how they feel even more.”
At Curvexpo the company showed two varieties of inserts, an oval and a triangle shape. Of the latter, Brownell noted, “We showed retailers our triangle samples at Curveexpo NV, and they immediately placed orders. Double Scoop triangles were of particular interest to swimsuit retailers because they handle water well and are lightweight. They are designed to fit into halter-shaped swimsuits and tops, adding volume and curves where you want, and smoothing bumps where you don’t want them. It’s a healthy smoothie, so to speak.” Wholesale price of the triangle inserts is $10 and they come in “Black Licorice (Black), Coconut (White) and our original flavor Sweet Peaches (Nude).” All are shipping now.
Moving forward, “additional fashion flavors” can be made available on request, and “As we expand, we will be rolling out seasonal fashion flavors. At this time, we are also working on product line extensions.” She said that the partners would soon be ready to reveal the new products.
Brownell noted that a “variety of channels that have been receptive to our original retail approach: Blue Ginger in Hawaii, Fridays Image in Canada, HealthInSyle.com, Mommy Paradise in CA” among others.
Asked about other news, Brownell told BODY, “We’ve been having a lot of fun with social media, and are proud to say that Facebook has already rejected our advertising for “images showing unexpected or unlikely results.” That’s an endorsement right there!”
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