(Filed Under wholesale Lingerie News). NuBra, the adhesive bra and accessories expert, is celebrating its 20th Anniversary. BODY editor Nick Monjo explored the history of the brand with the company’s Gabriela Ramirez.
RAMIREZ: Bragel is marked NuBra’s 20th anniversary milestone on Body Magazine’s September 2022 issue by means of an ad placement. We are also emailing a notice to our retail accounts and customers.
MONJO: In 2017 we reported that NuBra had sold “over 30 million” bras since the launch in 2002. Do you have an idea of what the number is today?
RAMIREZ: As of 2022, NuBra has sold over 35 million bras since the launch in 2002.
MONJO: Please list some of the key milestones of growth over the past 20 years.
RAMIREZ: In 2002, NuBra, the brand that revolutionized the lingerie industry, was established and launched the Original Silicone NuBra. The Original Silicone NuBra was the first self-adhesive bra of its kind.
Listing some of the major improvements and new product launches in the collection, NuBra began with efforts to reduce the bulk of the bra. We delivered on weight reduction, and that led to the creation of the Feather-Lite category in 2004. The Feather-Lite was the first fabric self-adhesive bra and 30% lighter in weight compared to the Silicone NuBra.
In 2005, we added fashion choices including a large variety of fabrics, colors, and styles to suit virtually every occasion. The Aphrodite Fashion Collection consisted of Printed Fabric, Crystal, Satin, Lace, and Sequin collections. Some items were sold as bra and panty sets. All laced and sequin bra cups are all hand sewn and the bras in the Crystal Collection are all made to order.
Another innovation, the removal of the bra cup piping around cup edges, led to the creation of the NuBra Seamless bra in 2006. The Seamless bra is NuBra’s best seller and most versatile self-adhesive fabric bra with seamless edges. The need for additional support also called for the creation of the Clio or Clear Lift bra. The Clear Lift are feather-lite bra cups with clip on self-adhesive and reusable clear straps for additional support.
Between 2007 to 2009, the growing demand for more styles called for the addition of padded, demi, push up, underwire and lightweight styles. A key improvement was to make the bra cups “breathable”, which greatly improved comfort for the wearer. In 2011, the Airy was introduced as the revolutionary seamless breathable bra. Yet another initiative to “re-contour” the silicone bra cups reduced “the felt weight” of the bra and improved fit resulting in the creation of a new product category, the NuBra 3D, in 2012.
Between 2012 and 2018, every major improvement we have made created important design options for our consumers, but we have also added different price points.
To provide consumers with more solutions to the new challenges of today’s fashions, the Nu Way Straps were introduced in 2019. The Nu Way Straps are a set of straps compatible with NuBras with clear center clasp and to be worn the “Swap & Snap” method for low-necklines and additional support. Larger cup sizes such as F and G were also introduced to meet the demand of plus size consumers.
To help transform a daytime outfit to an evening look in seconds, NuBra introduced the Nu Cami Set with removable Nu Cami Lace in 2020. Taking steps towards being a one-stop shop for women’s basics, in 2021, NuBra introduced a new Panty Collection of more minimal, daily wear bottoms. Based on customer demand and strong interest in a new color, the color Mocha was added to the NuBra Pasties line in 2022.
MONJO: What’s next for NuBra? Are there other products or categories in the pipeline? How does the brand develop from here?
RAMIREZ: As NuBra looks into the future, we’re committed to continue with the innovation we’re known for. We foster an “innovation first” approach to our products and how we engage with our customers. We’re constantly evolving, developing new patents and new designs, and always thinking of innovative ways to improve and deliver comfort, support, fit and finish for our customers.
MONJO: Describe your in-house production model.
RAMIREZ: We started producing for the market in 2002 and have continued ever since. The biggest advantage is flexibility and service. Since our production is in-house, it helps us to be able to keep styles and sizes in stock, since we have the option to produce in smaller batches that would be impractical to ship from overseas. Since we’re in the same time zone as our customers here in the U.S., we are also able to directly take care of our customers’ needs. Also, as we’ve all seen and struggled with during the current Covid-19 pandemic, supply chain disruption has been a massive strain for many businesses. Since most of our supply chain is domestic, we’ve been extremely fortunate in that regard.
MONJO: Adhesive bras seem to continue to grow in popularity. And there are always more retailers to join the ranks of your customers. Do you expect the growth to continue for the next 20 years?
RAMIREZ: Since we foster an “innovation first” approach to our products and how we engage with our customers, we expect the growth to continue for the next 20 years. We’re constantly evolving, developing new patents and new designs, and always thinking of innovative ways to improve and deliver comfort, support, fit and finish for our customers. We are taking steps towards NuBra being a one-stop shop for women’s basics. As NuBra looks into the future, we’re committed to continue with the innovation we’re known for.
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