(Filed Under wholesale Lingerie News). Oh La La Cheri has created The Designer Collection, which incorporates and replaces its existing Boutique and Curves divisions. The move is meant to emphasize that its customers are hungry for the latest and best in lingerie fashion, no matter what size they happen to be.
“Our plus business on fire,” explained designer and owner Nicolas Attard. “And by combining our regular size and plus size styles into a single collection we are moving in the direction the market is evolving. There is less and less difference between the standard and plus product and design. Ours is a sexy, edgy, trendy customer no matter what her size is. Whether she is a size 2 or a size 18 she wants the latest designer fashions. She doesn’t want to be categorized as a “plus” customer if she happens to be bigger.”
“Plus,” he concluded, “is now truly part of the DNA of our company.”
In another re-branding move, Oh La La Cheri “has re-worked its logo to give it a softer touch yet in line with the DNA of the company.”
The Miami-based firm has been showing The Designer Collection to retailers “and we have already had a tremendous reaction, from both large and small companies.”
The creation of The Designer Collection comes at a time when several other positive trends have come together for the company. “Our business is already up 102% over last year,” declared Attard. In addition to the growth in plus, the company has benefited from its recent investments in the areas of warehousing, customer service and product fulfillment allowing them to claim “a 92% fulfillment rate because of a massive planning effort the company had started in 2013-2014.”
Oh La La Cheri has also significantly moved up the schedule of its new collections. “2016 Fall Winter Holiday has already been photographed and is off to production to be in stock in August,” Attard explained. “We are getting the catalogs printed and will have them out and in the mail soon.”
Oh La La Cheri will also soon announce plans for re-branding other parts of its line “to be in line with The Designer Collection.”
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