Biflex Intimates Group has launched the OverBra collection, a new shape-enhancing product line set to debut at JCPenney locations this summer following with expansion into additional retailers and venues.

The OverBra does literally what its name implies, fits over any bra instantly making it a push-up that also offers the same benefits as shapewear.

The collection features four silhouettes (OverBra; Body-Shaper Midriff OverBra; Body-Shaper Longline OverBra; and Body-Shaper Slip OverBra) in sizes S through XL ranging in retail prices of $25 to $50. All models will be available in classic black and nude, with select styles available in pink.

“Our new OverBra collection delivers something genuinely new in a sector that’s really hot right now,” said Debby Long Gedney, president of Biflex Intimates Group. “Demand for shape-enhancing garments has grown at over twice the rate of the intimates market as a whole in the last five years–and nothing in the marketplace matches the ability of OverBra’s breakthrough comfort technology to accentuate a female’s assets, boost the performance of her regular bra, and improve her shape.”

Gedney also cited the designs’ racerback strap as beneficial to customers, as it improves the wearer’s posture.

“Biflex has produced private label shapewear for many years [and] the Overbra is not just shapewear, it is also bustewear,” said Gedney. “Biflex’s core business has always been bras and the initial product design (the original OverBra) focused first on bust enhancement.”

According to Amy Cooper, shapewear buyer for JCPenney, all silhouettes are being tested in 25 Penneys right now, and they are also currently offered on the store’s website in the shapewear section’s landing page. “It’s been up [online] just a bit over a week, and we’ve sold about 74 pieces so far, so I’m happy with that,” said Cooper. Cooper said that the Body-Shaper Slip and the Body-Shaper Midriff have been the top-sellers.

For further information, contact the Biflex at (212) 696-3414.

Published 05-26-2009 by Bruna Fernandes

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