New company Bijte is gearing their sleepwear and lingerie towards what they call an underserved market: the full-busted yet regular-sized women.

Running in sizes 2 through 14 and cup sizes C through E, the company’s introductory collection includes nightgowns and babydolls made from silk charmeuse and silk chiffon, and camisoles, panties, boyshorts and thongs made from stretch silk charmeuse, lace and nylon/spandex. Although prices have not yet been finalized, they will run in the approximate wholesale range of $20 to $80 with most items falling within the $40 range. Described by company spokeswoman Danita King as a combination of sexy and comfortable pieces, prominent shaded include cream, tan, soft aqua, coral, peach and lavender. The company expects that the collection will be sold in stores starting in fall 2009.

“Bijte is specifically designed to fit the full bust, but standard sized woman,” the company’s founder, Diana St. Louis, said. “Our items target women who have been traditionally ignored by the lingerie market. We developed the line to offer women in this market a collection of luxury, well-fitted, sexy lingerie that meets their specific size-centric needs.”

St. Louis’ target market is specialty intimate apparel boutiques, and she has reached out to Journelle and La Petite Coquette in New York City. Also spearheading Bijte is lead designer Roslyn Harte, who according to the company has previously designed for Maidenform and Vanity Fair, and has expertise in designing for full-busted women. She has previously designed for Maidenform and Vanity Fair.

Bijte is based in New York City. For further information, email Diana St. Louis at dstlouis@bijte.com, or Danita King at info@prnoir.com.

Published 04-06-2009 by Amanda Torres Price

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