(Filed Under wholesale Loungewear News). Felina and its sister brand, Paramour, have expanded their range of product offerings, with new loungewear options from the former and a nursing bra collection from the latter.
Lounge and layering pieces recently added under the Felina label represented “a very organic transition for us,” explained Rob Gardner, VP sales. “Known for our fabrics and the high caliber quality that we offer in our foundations, it was a natural expansion to enhance our lifestyle brand and give our customers amazing design and quality at strategic retails.”
“Our line represents a sleep-to-street mentality, meaning it has a versatility that makes it truly comfortable loungewear, but also appropriate for stepping out of the house while wearing. Some of our retailers call segments of the line beach-to-bar and are utilizing styles as fashion-right swim cover-ups.”
The Paramour nursing bra collection was first shown to buyers during the November 2016 market and is “launching in stores July 2017.” Gardner said there are “five new silhouettes with initial offering. Each style offering its own unique technology and addressing the many needs and desires of the nursing moms. “
“The core collections are $45.00 MSRP along with a sleep bra at $32.00. Since this is our Paramour brand we have targeted extended sizing, with most silhouettes being: 36-42 C, D, DD, DDD / 36-40G.” He added the company is “also introducing 32 and 34 band sizes later in the season. For easier SKU management our sleep bra will be S through XXL. Our initial introduction is a palette of neutrals, from light cosmetics to a mineral grey and are also offering our key black across all silhouettes.”
Gardner stated the nursing line “will have a presence in department stores, ecomm retailers, and specialty stores. This is our first foray into nursing. After steady increases in building brand recognition for Paramour in the retail environment we felt the timing was right to extend our category offering in this brand. We had extensive internal and external surveys and testing to bring the latest in technology and fabrications along with the Paramour design aesthetics to this category.” — NM
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