(Filed Under wholesale Lingerie News). Exquisite Form, the brand specializing in “fuller bras,” is, for the first time, offering three versions of a shaping brief. Distributed in the U.S. by BL Intimates, the briefs will be sold in two-packs with a suggested retail price of $20.
BL Intimates is a joint venture of Fruit of the Loom and Lamour Hosiery, and includes such other brands as Vassarette, Bestform, Curvation, Lily of France and Vanity Fair. So the move into shapewear with Exquisite Form is a natural extension.
“Over the years we have been fortunate to gain a great amount of loyalty from our clientele,” explained Sarah Goldenblatt, an account manager at BL. “Our customers know they can count on us when they are looking for high quality, full coverage, functional and comfortable bras. We felt that with this loyalty and our expertise in shapewear it would be a great opportunity to offer our customers a new product that provides similar features and benefits to Exquisite Form bras. The shape wear is not only pretty and affordable, but they provide full coverage alongside great comfort and support.”
Style 51070557A is a “pretty floral jacquard shaper” offering “medium control with tummy panel for comfort and support.” It is composed of a polyester spandex fabric with cotton lining and is available in white and beige. Style 5107261A is a “pretty, feminine shaper with lace appliqué” along the leg openings and provides the same medium control with a “tummy pad.” It is made of a “nylon spandex fabrication with cotton lining” and also comes in white and beige. Style 51070402A is, according to Goldenblatt, a “solid classic tailored design shaper” that provides “medium control shaping with front panel for comfort and support.” This brief is made of a “polyester spandex fabrication with cotton lining” and comes in white, black and beige.
BL Intimates operates full service distribution centers in both Montreal and Valdese, NC. According to the account manager, the new shapers “will be featured” on the BL website: www.blintimates.com.
“We are truly excited for the launch of this new product category,” said Goldenblatt. “We have no doubt that our customers will be eager to get their first pair!
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