Milestone For The Only Bra

For The Only Bra, founded in 2021 by Joanie and Maurice Reznik, reaching 500 independent retail partners in under five years “isn’t just a milestone. It’s a signal. The premise was simple: a bra should be designed around how it feels, not how it looks on a hanger. What makes The Only Bra different starts with who built it. Joanie and Maurice Reznik are not just business partners, they are husband and wife, each bringing something the other simply could not. Joanie brings the woman’s perspective. Lived, felt, and uncompromising. Maurice brings more than 40 years of intimate apparel industry experience. In an industry that has long prioritized aesthetics over comfort, that combination has proven to be a real advantage. The Only Bra is redefining what a family business can look like, and what a bra can feel like,” according to the company.

“Our goal was to create a collection of thoughtfully designed, impeccably fitting pieces that feel effortless from the moment you put them on,” Joanie explained. “Intimates that disappear on the body, yet elevate how you feel throughout the day. These are not just basics, but refined essentials you genuinely look forward to wearing, every single day.”

“The product was built to back that promise. Where traditional bras rely on underwire, rigid construction, and complex sizing systems that leave women guessing, The Only Bra takes a different approach. As we construct each component,” said Maurice, “we address up to 28 potential fit and comfort pain points. The result is a bra that eliminates bulging, reduces pressure points, and delivers all-day comfort for up to 24 hours of wear.” 

Joanie noted, “the design moves with the body, offering a more flexible and adaptive fit than traditional bras, while maintaining support and shape throughout the day. The collection spans styles designed for every body and every moment, from the V-Neck Lift Bra and Scoop 2.0 for everyday wear, to the Only Adjustable Bra with convertible straps, to the Full Support Bra, the brand’s first full-figure style. All of it built on 360-degree stretch fabric, with no digging, no bulging, no wire poke-through. From the start, Joanie and Maurice never missed a chance to get The Only Bra into the hands of the women closest to them. Their daughters-in-law, nieces, and close friends, ranging from their late twenties to eighties, and yes, even Joanie’s mother, became their most important R&D. That distinctive pink package has become one of the brand’s calling cards. In the Reznik family, everyone already knows what’s inside. Call that word of mouth, literally.”

The brand has also found fans well beyond the Reznik inner circle. Hilary Hoffman, the former Goldman Sachs trader turned fitness entrepreneur and founder of the SOTO Method, is among them. “For a brand built on the idea that the right bra should disappear on the body, having a woman whose career is built around how the body feels and performs is about as natural an endorsement as it gets.”

“The business model is just as deliberate as the product. The entire collection is designed with the customer experience at its core,” said Maurice. “We have no presence in big-box stores or on Amazon,” added Joanie. “All styles are sold at full price. This preserves both brand equity and retailer margins,” Maurice continued. “We offer comprehensive size coverage from 32A to 38D across nearly all styles, and we’ve simplified the line, usually offering only two to three SKUs per style. We maintain six months of inventory on all core styles and colors, and every order is fulfilled in full and shipped the same day. In a market where independent retailers are navigating an increasingly complicated buy, simplicity and reliability matter enormously. The Only Bra delivers both.”

The brand was always meant to stand for something beyond the product. “The Rezniks donate roughly 2% of proceeds to Shatterproof, an organization dedicated to ending the addiction crisis in America. This wasn’t a cause chosen for the brand, it was one they brought to it.” Maurice sits on the organization’s board of advisors, and both he and Joanie are active supporters. “I love giving back,” says Joanie. “And this fulfills all of that.”

None of this happened by accident. Early in his career, Maurice Reznik worked at VF Corp. and Sara Lee, and was president of Warnaco’s intimate apparel group before leaving in 1997 to join Maidenform as president. Rising to CEO of Maidenform by 2008, he was instrumental in achieving the company’s sale to Hanes in 2013. Later, in 2015, he joined Delta Galil as the CEO of intimate apparel for the U.S. and U.K. and president of the company’s U.S. segment, a position he held until August 2019. “That depth of knowledge, shared conviction, and family are at the heart of everything The Only Bra does,” according to the company. “Five hundred retail partners in under five years. A product women swear by, and a model built for the independent retailers who carry it. Women who have spent years tolerating discomfort, adjusting straps, and counting down the hours report something unexpected, they forget they’re wearing it at all. For the women who wear it, the name isn’t a brand. It’s a verdict.” Contact: support@theonlybra.com; (203) 613-7770