(Filed Under wholesale Plus Size News). One of the brands that was new to the Curve show in February was German-headquartered Ulla Popken, offering an extensive collection of plus size intimates.
Parent company Popken Fashion Group, offers a wide range of apparel in addition to lingerie, under four brands: Ulla Popken, Gina Laura, Studio Untold and JP1880 — the first three focusing on women’s clothing, the latter on menswear.
The Ulla Popken lingerie selection is large. For example, the brand website currently offers 561 lingerie items, including 77 bras, 68 items of “sexy lingerie,” 60 items of loungewear, 133 nightgowns, 149 panties, 19 pieces of shapewear and 205 “value packs,” among other offerings.
On the company’s internet store, retail prices for the plus bras ranged from $69.95 for the “Perfect Microfiber Bra,” down to $22.95 for a “Leisure Cotton Stretch Bra.” A two-pack of “Front Closure Comfort Bras” was offered at $35.95.
The selections range “from classic shapewear to our more sensual lace intimates,” explained Marc Brocato, the firm’s head of “B2B” and “marketplaces,” who was at the Curve show booth. The collection is “topped by the trendy and fashionable pieces. Together with our lingerie we also show our home and lounge wear, which is a definite eye catcher. Stockings, tights and socks are, of course, part of every collection from autumn/winter to spring. We offer bra sizes from a 32A-42F while slips, and home wear run from 12- 38.”
“The Popken Fashion Group is a family run business,” founded 33 years ago and still owned by the Popken family. “Our CEO – Thomas Schneider – is their son in law.”
While the company has “more than 300 directly operated stores in Europe and over 140 franchise and multi label stores,” according to Brocato, distribution in America is modest. “As for now, we only have some cooperation with small boutiques in the U.S. We send out catalogs and have an online shop.”
The sales executive revealed Curve was “our first specialized trade show for lingerie. We usually showed our whole women’s apparel collection at several international trade shows,” adding “we are looking for new wholesale boutiques, specialized lingerie stores as well as selected department stores,” in North America.
Asked about the brand identity and its potential appeal to the U.S. consumer, Brocato continued: “We serve women and men with different figures, different ages and different looks and have done it very successfully for over 30 years. We are the European market leader in U.S. sizes 12 to 38 / (German sizes 42-62) since the late 80’s. Everyone has the right to feel fabulous, regardless of superficial beauty standards and traditional collar sizes. After all, true beauty and real style is ultimately a question of attitude. And fashion is just a means to express oneself to the outside world. We allow women and men to personify themselves the way they want. Uncompromising, trendy and style conscious.”
“A vertical business structure, grown steadily over many years, as well as the more and more differentiated multi-channel strategy, have been the decisive factors for our expansion up to this point. Teamed with our skilled know-how about fashion and proper fits, innovative spirit, keen sense for trends, and customer accessibility, we have an ideal basis for future success.”
Brocato listed additional key selling points: “solid B2B margins;” “monthly collections;” “sustainable fabrics such as organic cotton;” “very competitive price points;” and “quick deliveries as well as constant reorders based on availability.”
The sales executive listed several contact people for the brand: Alicia Mc Guire 1 410 5929190; Marc Brocato, 0049 4402799 273, firstname.lastname@example.org; Kristin Waegner, 0049 4402799 9464, Kristin.email@example.com. —NM
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