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Badines: New French Brand At Curvexpo N.Y.

(Filed Under wholesale Lingerie News). Badines is a new French brand that will be exhibiting at the New York Curvexpo show later this month.

“The company was founded in February, 2015 by three associates,” explained the company’s Athéna Montuoro in response to questions from BODY. “Two passionate and experienced entrepreneurs believed in the project and decided to invest in Badines. Thanks to these investors, Badines was able to launch its first signature collection in November, 2015.”

“As of right now, I am only distributed in France via my own network,” she continued. “Being that the brand is very young and was only launched two months ago, we have not been able to develop international sales yet, although this is undoubtedly one of our objectives for the upcoming months. However, this entails that retailers in the USA will benefit from an exclusivity. They will be able to propose a unique French brand with a strong identity, which will bring a fresh spirit to the market.”

While the company began in France by selling direct to consumers off of its own website, “We decided to adopt a different strategy abroad than the one we are currently carrying out in our home market in France. In the United States, we have chosen to target retailers.” Thus, the aim here is “to be sold in department stores as well as specialty stores.” To this end, “we are thinking of associating ourselves with sales representatives in the following months, in order to better integrate the American market.”

Montuoro has been handling sales to date, but for distribution in this country, “we are counting on the Curvexpo show to establish such relationships.”

On the company’s website, eight styles of panties are offered, ranging in retail price from 20.83 euros (about $22.78) up to 40.83 (about $44.64). There are half a dozen bras, ranging in price from 37.50 euros ($41) to 54.17 euros ($59.23), a bodysuit and a babydoll, each for 62.50 euros ($68.34) and the most expensive item, a babydoll at 75 euros ($82.01).

Asked to describe the appeal to U.S. retailers, the founder offered, “Badines is a young French Brand, enhancing feminine elegance and playing with seduction. Elegant, sexy and soft at the same time, Badines lingerie can be worn on a daily basis. The fabric has been chosen carefully: lace from Calais, Swiss embroideries and Italian delicate materials. It has been designed to combine modern comfort and sensuality of fine lingerie. Our signature is the front opening for the majority of the bras.”

“Badines,” she continued, “is a young brand but determined to show our professionalism and interest in the U.S. market. We are available, eager to grow and we are very competitive regarding the quality of our products. Moreover, we carry with us a whole and strong brand identity about French seduction, and elegance.”

Athéna Montuoro can be contacted at

more wholesale Lingerie News >>

Published 02-02-2016 by Nick Monjo

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Badines: New French Brand At Curvexpo N.Y.

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