(Filed Under wholesale Lingerie News). Exquisite Form, a venerable Vanity Fair brand that has been around since the 1940’s, strengthened and consolidated its position with U.S. retailers over the past year, and will soon be offering additional styles and a new shapewear segment.
Key to the resurgence was the takeover, in early in 2014, of the distribution and marketing of the line by BL Intimates, the firm that has been and continues to handle those duties in Canada. BL Intimates, a joint venture of Fruit of the Loom and Lamour Hosiery since 1998, operates full service distribution centers in both Montreal and Valdese, NC.
“Our partners are very happy to have the brand back and core styles unchanged,” explained Sarah Goldenblatt, account manager. “The Exquisite lady is loyal and traditional. Continuing to serve her means never straying from our brand commitment of fit, durability and quality.” According to the executive, Exquisite Form “is now selling through over 800 stores” in North America. “Every member of the team, from production to in-store sales associates, is excited and pleased to be selling the brand again.”
Exquisite Form is already sold in a “network of 100 independent boutiques across the country,” Goldenblatt continued, noting that “our key brick and mortar partners” are Sears and Boscov’s. “The brand also sells via catalogue and online partners at Amerimark, Full Beauty Brands and National Wholesalers.”
In addition accelerating deliveries and building inventories of the existing lines, Exquisite Form is now also adding new styles. “We have two new and very exciting launches occurring in Fall 2015. We will be adding a Plush Lined Comfort Bra to the collection and Exquisite Form is expanding into shapewear! We are very excited about the shapewear expansion. This is an opportunity to further service our customers needs and to expand the business with our retailers. The Exquisite Form Everyday Shapewear Collection will offer the same full coverage of our Exquisite Form bra line while offering an all day, easy to wear, quality garment. A collection specifically designed for the lady who is looking to ‘Celebrate Her Shape, Not to Change It.’”
Contact Sarah Goldenblatt at SGoldenblatt@blintimates.com and toll free at 877-270-2731 x 118.
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