(Filed Under wholesale Lingerie News). BL Intimates is expanding the marketing and distribution of the Bestform brand in the United States. It has handled the label in Canada since 1998.
“The collection will be focused on comfortable, easy to wear styles with a key focus on wire free and cotton,” said Kelly Storey of BL Intimates. “The assortment includes many of the key styles that consumers will be familiar with, along with the added bonus of additional size and color offerings in key styles. Some of the core items are 5006715, 5006222, 5006233 and 5006014.”
“We are starting with the core items that we know customers are looking for. Based on consumer demand we will be slowly and carefully adding to the assortment in terms of styling in spring of 2023 as we expand our core assortment to include another classic style 5006825. The future for the brand is bright and we plan to add not only new styles and colors in the future but also to carefully examine new category roll out opportunities based on consumer and retailer demand.”
“As always, Bestform will offer incredible value to our consumers – MSRP’s range from $14 to $17 with many retailers offering regular discounts for added value.”
Storey described the DNA of the brand: “Bestform is about comfortable, understandable styles that offer classic coverage and styling. One of the key call outs is that the styling stands out from the sea of molded padded bras currently on the market. While we do have one molded padded bra, the balance of the assortment features styles that are not molded and padded but rather unlined or lightly lined for modesty to offer a natural shape without padding. While the brand and styles have been around for almost 100 years the styling stands out as it is classic, yet harder to find in today’s marketplace.”
Bestform bras have been available online with U.S. retailers such as Walmart, Boscov, Amazon and Herroom, and will continue there. The BL Intimates roll out will progress in Q3 and Q4, and products will be available in Boscov, boutiques, chain stores in Puerto Rico, according to Storey. The bestform.com website will officially launch in the fall. “The distribution will increase as we gain momentum with the brand.” Contact: Bestform@blintimates.com, (877) 270-2731.
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