(Filed Under wholesale Lingerie News). Salomé, an established Ecuadorian lingerie collection with an American distributor, is coming to Curve for the first time.
“Salomé is a brand run by women and for women! We produce underwear that makes women feel one of a kind, with an exceptional fit that not only makes them feel comfortable but also beautiful in their own skin,” explained CEO Lettey Coloma.
“Salomé was born in 2005 out of a need,” she continued. “When we started in our country we were importers of intimate apparel from Colombia. But we had problems with the stock because our orders were small. And they did not give us priority, so we received incomplete orders. Because of this, one day we said, ‘Let’s start with a brand that is ours.’”
Over the span of five years, and starting with panties, Salomé gradually developed a collection that includes a variety of bras, bathing suits, lingerie and shapewear.
“We have vast experience working with retailers,” emphasized Coloma, noting that in Ecuador the brand sells to around 100 stores as well as in five company owned shops. With some stores Salomé trains “all the salespeople on the store floor so that they can offer the best option to the customer. We carry out motivational dynamics for the sales force on the floor so that they reinforce the sale of underwear, since these stores usually have a small lingerie space compared to the other sections. Thus the customers cannot see everything they have.” The company carefully monitors available stock in all the stores, “so we can see what we have to restock, so the shelves are never empty or lack certain sizes or colors.”
Retail prices for bras in the U.S. “start from $32 and rise to a maximum of $60. Shapewear panties retail from $20 to $40; our basic panties retail from $10 to $20 and our shapewear starts at $80.”
“We have more than seventeen different styles in bras, fifteen different styles of panties” as well as other silhouettes. Cup sizes offered are AA, A, B and C, and band sizes range from 32 to 42. Panties range from XS to XXL. “We are very proud to bring strapless bras in the petite sizes AA, which are great for small breasted women and specially for teenagers, a segment of the market which has been very neglected.”
The brand has been sold in one U.S. retail location for about a year, a wedding dress store, Sokayri Atelier in Darien, Connecticut that will also handle the retail distribution in this country. The visit to Curve is designed to expand sales to additional stores.
The relationship with Sokayri Atelier has aided in the development of Salomé, according to Elena Niejelow, who owns that store. “We are custom couture dressmakers. We make custom wedding and evening gowns and women have been always asking us for recommendations on what undergarments or shapewear to wear under the gowns. It was very hard to recommend any good brand, and what I have seen women wearing in the dressing room was not solving the problems they had,” she confided.
“That was until I met Salomé. Together with Salomé we have developed and improved the undergarments to make the best gowns fit and look even better! We are constantly working hand in hand. I learn the needs of women in the fitting room first hand and Salome develops the right product. Thus we came up with our slogan: ‘Because What’s Under Matters!’ The right underwear can make or break the look of your outfit. Salomé is definitely a lifesaver!” Contact: (203) 434 5659; firstname.lastname@example.org. — NM
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