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current news

The Cinch Goes Active For Summer

(Filed Under wholesale Maternity News). California-based By Anew will introduce the Active Cinch this August.

Intended for a woman who has recently given birth, or "any woman who needs a little tummy toning," said Charlene Williams, owner and founder of By Anew, the Active Cinch will come in a variety of "earth-toned" shades including lavender, while the patent-pending original Cinch comes exclusively in cool gray and will be introduced in beige this August. Williams described the Cinch as "a modern version of the age-old technique of belly wrapping," yet comfortable enough for all-day wear and activities including working out and sleeping.

Williams reported that the Active Cinch's pricing will be similar to that of the original Cinch, which wholesales at $43 and retails from $89 to $129. It comes in two sizes, one fitting a 26 to 34 inch waistline, and the second fitting waist sizes 33 to 42 inches. It is made from poly-nylon.

Williams founded By Anew this January with the launch of the Cinch, which she said has been highly successful on the market. It features a back-panel and side-panel which adjust to a woman's shape as she loses inches.

"When you deliver a baby, your stomach muscles loosen," Williams, who has a science background, explained. "While celebrities lose the inches by working out, normal women cannot necessarily exercise everyday. The Cinch compresses the extra space, so if you wear it every day, your stomach gets back into shape."

According to Williams, the Cinch is reusable unlike other belly wraps on the market, "a great selling point for retailers since women only need to buy one as opposed to three or four," she said. Specialty boutiques including the Petite Tresor in Los Angeles, Nest Maternity in San Francisco, Suburban Casuals in Scranton, Pa. and the Northern California chain Mom's The Word currently carry the Cinch.

Sarah Pollack of Mom's The Word reported

"people love [the cinch]."

"It is more contoured to the female figure that some other products on the market like it," she said.

"It is narrower in back and wider in front, allowing for a waist and designed specifically to control the portion of your body you want controlled after pregnancy. It is also less bulky than it looks, and doesn't create a muffin top."

By Anew also produces the Silhouette collection of post-Maternity daywear and eveningwear. Running in sizes petite and regular, the stretchy styles adjust to a woman's body as it changes shape after giving birth.

By Anew is based in San Francisco, Calif. The company's representation on the East Coast is Armanda Texidor, president of A New View Maternity. For further information, e-mail Charlene Williams at By Anew: To contact A New View Maternity, call (212) 643-9547.

more wholesale Maternity News >>

Published 06-23-2009 by Amanda Torres Price

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