(Filed Under wholesale Lingerie News). As sales for the new Comfeez bralettes from Shapeez have taken off, since it was introduced a little over a year ago, so has the number of ways customers are wearing them.
“The reaction to this product has surprised even us,” admitted co-owner and CFO David Berner. “Designer and CEO Staci Berner created the wire-free Comfeez, with removable cups, to provide an alternative to her original Shapeez bras, which have sewn in cups and wires for support. As sales took off, the range of comments from customers showed us that the versatility of the product — all the situations in which it could be worn — was one of the major factors driving the growth.”
The new bralettes are based on the patented design concept invented by co-owner Staci Berner 15 years ago. “All Shapeez bras eliminate the look of back fat, bulges and visible bra lines, while at the same time providing full bra support and 360 degree shaping,” emphasized Staci Berner. “As with all our bras, the Comfeez bralettes will never squeeze, pinch or bind. They feel like a second skin. You may even forget you’re wearing them.”
“For example,” continued David Berner, “we are getting feedback that women love to sleep in their Comfeez bralette. That was not something we expected. As you know, many women complain their conventional bras are so uncomfortable they take them off as soon as they get home!”
“Others have reported to us that it is perfect for yoga or pilates or even Tai chi. Comfeez provide support but also allow for movement. Many women have told us they see their Comfeez as the perfect, low impact sports bra.”
Since Comfeez are designed with pockets for their removable cups, some customers use the pockets for prostheses. “We have heard that Comfeez bralettes are ideal for a variety of post-surgical applications. They provide support but are not too constricting.”
“And, as it happens, Comfeez are the ideal bra for the pandemic,” said David Berner. “They are perfect to wear at home. For Zoom calls. And are great for power walks outside or to wear while doing errands.”
“It is important for retailers to understand this versatility,” concluded Berner. “They need to be aware that Comfeez answer customers’ needs in so many situations. And since there are no sewn in cups, the price is lower than the rest of the Shapeez collection. There are also fewer sizes, so it is easier for a store to get started with the line.”
Due to the success of the introduction, the Comfeez collection is now expanding. In addition to a Racerback Comfeez, which will be in stores before the end of the year, the company is also working on a Plus Size Comfeez collection. And, confided Berner, there is now in the design and testing process a new front-closure version of the original Shapeez bra. In all, the company already offers over a dozen different designs.
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