(Filed Under wholesale Lingerie News). The Comfeez bralette from Shapeez, retail priced at just $54, sold out of its first shipment run in four days in early April.

Now follow-up shipments are arriving at the firm’s warehouse and its network of retail stores.

“I think this incredible response was a combination of a great design along with a substantially lower retail price,” declared David Berner, the company’s CFO and co-founder. “The bralette costs less than our original styles because there is no need for under wires or a sewn in cup. Yet you get the same great back-smoothing and comfort that comes from our patented design concept.”

Founder and designer Staci Berner, who created the original Shapeez Ultimate Bra over a decade ago, explained, “we’ve molded the fabric to add depth to the bust area to provide light breast support and shaping while avoiding the uniboob look. A hidden pocket has a removable foam cup that provides shaping and nipple coverage which can also accommodate a prosthesis. It’s so comfortable you’ll forget you have it on!”

The new bra features no clasps or closures, is front adjustable with no-fall straps, and is made with a moisture wicking fabric the company imports from Italy.

“This bra is so comfortable and cool, with no wires at all, that women are telling us they even sleep in them,” said David Berner.

“We have also had tremendous interest from retailers,” he continued. “The fact that there are fewer sizes and a lower price means that it is much easier for stores to start doing business with Shapeez than ever before.” Currently the company offers the bralette in small, medium, large, extra large and 1x, and a even larger sizes are on the way, going up to 4x. The Comfeez line will also be available in long-line as well as racerback, lace, and nursing styles.

Berner pointed out that the popularity of bralettes with younger women will expand the potential age range of its consumers.

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Published 04-25-2019 by -