(Filed Under wholesale Lingerie News). Oh La La Cheri, the lingerie design firm based in Florida, has been growing steadily, but 2015 has been “a record year” according to founder Nicolas Attard.
The designer attributes a dramatic jump in sales to three things: deeper levels of inventory than usual “which has made our fulfillment rate in the mid to high 90’s”; meeting earlier with “our key accounts, presenting the collections for both Spring/Summer 2015 and Fall/Winter 2015-16”; and “a strong push on the logistics, allowing us to turn around merchandise faster” by focusing on the key replenishment process.”
Highlights of 2015 for the company included “Consolidating our market share in the adult lingerie market with a third year with a record sales growth, along with a successful launch of our brand box concept giving us back some accounts that were identifying us as an only hanging vendor.” He also pointed to triple digit growth “in our sales to the mainstream market” where, Attard told BODY, “we are growing fast due to our trendy, chic design.”
For 2016 the company is planning several improvements to keep up the momentum. One will be a reorganization of its customer service approach and the “launch of a brand new corporate web site which will have a fantastic store locator catering to our re-sellers exposure. Besides, we will be launching a wholesale platform” that will allow retailers to “see live inventory, place orders, see marketing offers, etc.” He added that the new website is “going to be trendy, cool and useful with all kinds of great features to help our re-sellers.”
Oh La La Cheri revamped the visual presentation of the company in early 2015 and Attard said these initiatives will continue into 2016. Catalogs have been reorganized and now have a “look book feel” that appeals to “both retailers and e-retailers with pictures shot on multiple backgrounds, etc.”
Attard reported the company “will be attending, as usual, the Curve NYC and ILS Vegas in April. Regarding the Las Vegas show for Curve, it is still being debated and will be decided shortly.”
Asked what the new year will bring, the designer replied, “I am not good at predictions and always approach a new year the same way....Work harder, trend as much as possible in order to appeal to customers / consumers.” He added that he will strive “more than ever to be the “designer collection” they should have and get closer to our customers in terms of understanding them, serving them whether they are a $1000 account or $500,000 account.”
Attard added he is well aware of the challenges ahead. “Market shares are thinner every year because of more brands and more marketplaces.” Buyers, he said, are “choosing more carefully the lines they carry” and “mistakes are less and less forgiven” because there are far more sources of supply than there is demand.
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