(Filed Under wholesale Lingerie News). Madeline Cote introduced retail buyers to her new company, Exes Lingerie, at the recent International Lingerie Show in Las Vegas.
Cote is based in Montreal and produces her dramatic, strappy collection in Canada. The company launched just over a year ago, and at the start of the show she told BODY she had not yet sold her lingerie to any stores.
Instead, Cote started by selling on Etsy.com. On that site, her lingerie items currently range in retail price from $17.81 for a double string thong with heart shaped back on up to $78.79 for a see-though mesh bodysuit with deep plunge open front and “cheeky high cut back.” There is also a kimono selling for $72.84.
“I’ve been a fashion designer all my life,” she told BODY, noting that Exes was the “third company I start from nothing.” Her previous apparel collections had been high end women’s apparel, she said. But lingerie is what she and her husband “always wanted to do. We want to offer quality. We were fed up with garments that kept ripping.” She added that she seeks to “empower women with sexiness” and pointed out the word for sex in French is “sexe,” which, when spelled backwards, is the name of her company.
Cote is planning to focus “on specialty stores, little boutiques” offering “good quality at the very middle range of prices.”
The designer emphasized she is trying “to bring something more fashionable to the sexy clothes industry,” which she finds “very old fashioned” in general and “sometimes not very trendy. It does not talk to young girls, how they express their sexuality with all stuff from the 80’s. Dressing like moms does not work,” she declared.
“Our customer does not want lace. They hate lace. They want something stronger. To feel strong, sexy.” She added that some of her styles are “lingerie you can wear to parties. You do not feel you are in lingerie.”
Cote said many of her customers “go to the rave shows, clubbing girls, party girls.” Clients also include “strippers,” “dancers” or “any regular girl.”
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