(Filed Under wholesale Lingerie News). Oh La La Cheri is working on something new: a loungewear collection that will launch in the next couple of months for late spring delivery.
“The new collection will be about 20 to 25 pieces,” according to owner Nicolas Attard. “The loungwear will have our DNA in it, while comfortable fabrics such as laces, soft fabrics and prints will create a sensual and sexy touch.” At the same time, he added, “our consumer wants to be able to open the door or walk her dog out without having to change.”
“This new collection will be in stock all year round. Wholesale pricing will be $12 to $25, designed to retail from $30 to $80.”
Oh La La Cheri has expanded dramatically over the past 24 months, despite the pandemic. Sales for 2020 will be almost double what they were in 2018,” revealed Attard during a recent interview with BODY. Much of the growth has come as larger, mainstream stores have embraced the brand. “Now about 60% of our sales are coming from the mainstream stores, all while we continue to sell all of the top sexy chains.”
Sure enough, a quick search of the internet reveals that the brand is currently selling at such conventional retailers as Kohls.com, Nordstrom.com and LaSenza.com among many others.
“We are becoming a strong, curated brand,” Attard explained. But he emphasized that the company has no intention of abandoning the sexy side of its designs, or its origins with adult stores. “We are becoming more strategic about our collection plans and merchandising, all possible because of how engaged we are with “her,” allowing a full understanding of her expectations. While learning and adapting every day, our reactivity has allowed us to pivot resulting in new initiatives such as loungewear”
Over the past two years, Attard has put in place “a management team that I trust and can rely on,” which has helped accelerate growth. Currently the company is also setting up an extensive ERP system to help manage its expansion. “And we are also taking other steps to engage on a higher level with the consumer, with our visuals and our message.” Part of the process involves creating images exclusively for the company’s website, and even closing some smaller e-retail accounts “not in line with our strategy. We want to control our brand image helping our accounts to understand what we are about as well as be truer than ever to our DNA.”
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