(Filed Under wholesale Lingerie News). The Norman Group, a large Italy-based seamless producer, will attend Curvexpo in New York, its first time for the show, looking to expand sales in the U.S. for two of its many brands, ControlBody and Intimidea.
The company’s plan “is to build a distribution of our main brands that may cover United States and Canada,” according to Paola Cotti who will be representing the shapewear and underwear labels at the Javits show. She noted that company already works with one North American shapewear wholesaler as well as one prominent chain store. “We are dealing with some possible distributors for some of our brands and we are looking for new distributors for other brands,” she said of North America.
On its Italian website, basic panties and thongs in its Intimidea line were retailing in February for between € 5.90 and € 6.90 ($6.71 to $7.85). A short sleeve bodysuit was € 19.90 ($22.63) and a long sleeve version was € 24.90 ($28.32).
On its ControlBody website a medium compression control panty was retailing for € 15.50 ($17.63); a shaping bodysuit with wide straps and firm compression was € 34.50 ($39.24); bras were offered at € 17.50 ($19.90) and € 20.90 ($23.77), and two styles of leggings were priced at € 24.90 and € 29.90 ($28.32 and $34).
The average wholesale price for the company’s shapewear “is $11.50 duty paid,” said Cotti.
While the U.S. is not yet a large part of the firm’s business, worldwide sales rose to € 55 million ($62.6 million) in 2013, and the company boasts it sells to 7000 retailers worldwide, including 750 independent stores and 350 wholesalers in Italy alone. It also claims 57 foreign distributors. Women’s underwear comprises 45% of its production, men’s underwear 5% and shapewear 14%. The remainder is other categories of apparel. The firm was founded in 1999 and has production facilities in Italy, the Czech Republic and Romania which overall produce 14 million seamless garments per year.
Acknowledging that there are already many successful shapewear brands in the U.S., Cotti declared, what “We propose is the new generation of seamless shapewear, very successful in customer preference. We are proud to say that ControlBody guarantees a level of prices as well as the range of product without competitors.” She added that the brand’s “portfolio includes fitness, men’s and women’s underwear, outwear, technical and sportswear products; all made-in-Italy with cutting edge technology.”
The Intimidea brand “includes a choice of models, both for man and woman, from the basic underwear to outwear, fitness, shape wear and fashion styles.” She continued, “So why should you choose Intimidea? Quality, price, image, continuous innovation, long term partnership.”
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