(Filed Under wholesale Lingerie News). LuminoGlow, a high quality glow in the dark lingerie line, is, for the first time, bringing its collection to retailers across the U.S.
Launched in 2009 in Australia, LuminoGlow has established retail markets in that country and in Europe, but has focused on direct to consumer sales elsewhere in the world. Founder Jan Hawley (who owns the brand with James Sutton) expects that to change soon. “Stats from the LG website indicate clearly that the majority of the people who currently buy our products online come from the U.S.A. Without doubt the U.S. online public has already embraced our product concept which is the reason we now want to reach retailers and really expand our brand.”
“We are looking to start slow with key boutiques and department stores with focus on building brand identity. As part of the strategy we are looking for independent sales reps in key metropolitan areas across the U.S.”
The lingerie, which is usually soft white, is composed of two fabrics. The lace, which glows a soft green in the dark, “is made up of 30% polyester, 60% polyamide and 10% elastane which gives it just the right amount of stretch and support,” she continued. “The accompanying non-glowing Italian fabric we use feels so soft against the skin, like tissue and it is 70% polyester and 21% elastane and is a woven stretch crepe fabric. Those in the know will immediately recognized it as being the holy grail of lingerie fabrics. Combined together these two fabrics have made a simply stunning lingerie collection that not only looks feminine but feels soft to touch and against the skin.”
“Our wholesale prices range from $10 - $17 and we typically offer sizes small, medium and large. We will wait for feedback from U.S. retailers to understand if we should add XL to our size range.”
“The collection is made up of bras, thongs, a scanty lace body piece, suspenders and a lace cuff, all priced very fairly,” continued the founder. “The collection is currently available in soft white however when the lights are off and the lace is glowing, the soft lace swirls change to a mix of soft white and green which looks heavenly especially over the fabulous contours of the body.”
Hawley emphasized the glowing fabric is safe. “We obtained an Oeko-Tex Safety Certificate, which is a worldwide consistent independent testing and certification system for raw, semi-finished and finished textile products. It tests all sorts of chemicals even if they are not yet legally regulated. So our customers can be assured they are wearing safe and sexy lingerie!”
She added the “glow effect will last literally for years,” so long as it is laundered by hand in warm water, “drip dry in the shade and no ironing (that’s the best part!).” The founder’s personal lingerie, “still glows as brilliantly today as it did three years ago and will, without doubt, go on for even longer.”
“Selling into U.S. stores will be the first time that LuminoGlow has created instore packaging in high gloss, hang cell boxes for individual garments. Same as the hang tag, the boxes will have the ‘how to make it glow’ instructions printed on the box so customers can make the most of their glowing purchase! LG doesn’t have plans at this stage to sell bra/brief sets. All pieces are currently sold as separates. “
Asked which lingerie styles retailers might try first, Hawley suggested, “At present our best seller is the Scarlett Bra and the Stella thong. However with the new release of the Teddy, the Suspenders/stockings and the naughty fingerless lace glove, that could all change!”
From the beginning, LuminoGlow proved to be a highly promotable product. In its first year in business, “The U.K. Daily Mail did a casual story on LuminoGlow with accompanying photos just prior to Halloween,” remembered Hawley. “The online article attracted heaps of attention and it went viral. For the month of November in 2009 the LuminoGlow website received over 2.5 million hits (and crashed a few times).”
Asked about similar products in the market, the owner replied, “Nobody else has such fantastic quality lace that glows in the dark. Naturally, it’s Italian made and the Italians have had generations of producing the best, most stylish of products! Our soft glow in the dark lace is no exception! We’re aware that there are some cheap imitation paint-on attempts, however they don’t compare with the longevity, softness, style or quality of our products. Our pricing is very accessible and we want to keep it that way. We focus on some of the core things that our customers will always want — fabric quality and a very sexy look when the lights are turned out— we believe that is always going to be a winning combination.” Contact LuminoGlow Lingerie at email@example.com and 011 61 427 537 879. — NM
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