(Filed Under wholesale Maternity News). Mayana Genevière is a new luxury maternity undergarment collection, already selling in Canadian stores, that will be showing for the first time at Curve in New York.
“We sell what we like to call transition - meaning in can work for the many stages of a woman’s life,” Nadine Woods, the founder and CEO told BODY. “We have a strong focus of recovery built into every garment, yet undetectable. We satisfy the under serviced maternity segment of the 4th trimester addressing the very basic needs of women at that time. We sell bras with undetectable nursing capability, shape wear and control bottoms.”
Mayana Genevière launched last year, and Woods admitted, “I had no fashion background prior to starting this line. I have a background in communication (media, PR and corporate).”
The collection of just over a dozen pieces includes a bralette retailing, on the company website, for $88, as well as a “Lace Soft Cup Wire & Nursing Bra” at $116 and a wireless version for $110. The firm also offers other bra styles, a bodysuit ($168), panties and an “All-In-One Waist Corset Shapewear” piece for $120. All the styles shown on the site are in black.
Asked to explain what sets her line apart, Woods explained, “We have created the only bra that can be used for nursing without a clasp with our patented ALUXTRA Clasp-Free Technology. We are able to transcend age based on the needs of women at the many different stages. We have created a line that satisfies the needs of women in recovery without compromising on style.”
She said Mayana Genevière should appeal to retailers “Because our brand allows you to sell to the young women looking for a supportive bralette to layer, a nursing mom who doesn’t want to compromise on style for function or the mature woman looking for sexy yet comfortable foundational pieces. The line is extremely versatile.”
“Our retail strategy is to enter the U.S. market to work with stores that appreciate our value add and can recognize the opportunity our line provides to the customer,” Woods continued. “We are currently aiming at boutiques to start and are exploring the department store direction once our main styles are well-known.”
On the company website, a small number of stocklists are provided including Beestung Lingerie De Femme, Carry Maternity, Early Bird & Worm, Evymama and Tryst Lingerie all in Toronto; Coup de Foudre Lingerie in Aurora, Ontario; and Lavender Lingerie and Sheer Essentials in British Columbia.
“We are excited to expand into the U.S. this year as we have great demand for the product through our online store.” Woods added, “We are looking for independent sales reps in the U.S.”
In the near future, “We are introducing a nude option to our essential Opulence Collection and a molded cup with a firmer control bottom.” Addressing upcoming Curve visitors she added, “Our ALUXTRA technology changes the game in the industry. Come check us out. We have a lot of to be proud of - Canadian made, ethically produced, conscious sourcing, we carry a wide variety of sizes, we are a versatile brand that appeals to women of all ages and stages of life!” (Contact Woods at firstname.lastname@example.org). — NM
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