Parfait’s New Nursing Bra

Parfait has expanded its nursing bra collection with the addition of the Holly NB501 Seamless Wire-Free Nursing Bra, specifically designed for full-busted and full-figured women. Offered at an MSRP of $59, “Holly joins the popular Leila NB502 Unlined Wired Nursing Bra, giving retailers two complementary styles that address an underserved segment of the maternity lingerie market,” according to the company.

“Unlike everyday bras, nursing bras serve a unique purpose during one of life’s most important transitions. Yet for women with fuller busts, finding supportive, comfortable, and affordable nursing bras remains a significant challenge. While many maternity brands focus primarily on standard cup sizes, options for DD+ customers are often limited, leaving retailers with few solutions for this loyal customer base. For years Parfait has been committed to designing lingerie specifically for fuller-busted women, and its nursing collection reflects that same dedication. The existing Leila NB502 has been well received by retailers and consumers alike for its combination of support, comfort, and nursing functionality. With the addition of Holly NB501, Parfait now offers customers both a supportive underwire option and a comfortable wire-free alternative to meet different lifestyle and comfort preferences.”

Development of the Holly nursing bras was “based on our popular Holly seamless wire-free bra P8000,” and delivers “a smooth, modern silhouette while making breastfeeding simple and convenient.” The bra provides fuller busts with seamless, unlined cups that create an invisible look under clothing while remaining lightweight and breathable for everyday wear. The innovative wire-free construction provides gentle support without the discomfort of underwires, making it an excellent choice for both daytime and nighttime wear.” It also includes “an easy one-handed nursing clip for quick breastfeeding or pumping access, while padded comfort straps help relieve shoulder pressure throughout the day.” The bra comes in “hybrid sizing through 3X Plus, offering an inclusive fit with only 12 SKUs per color, making inventory management simple and efficient for retailers.”

“There are still very few affordable nursing bras available for full-busted women,” explained Parfait CEO Ken Zhang. “As a brand dedicated to serving fuller-busted and full-figured customers, we believe nursing mothers deserve the same level of comfort, support, and beautiful design as our everyday collections. We hope our growing nursing collection provides retailers with more options to meet the needs of this under served customer.”

The existing Leila NB502 Unlined Wired Nursing Bra, (MSRP $56.00), “continues to be a trusted favorite among Parfait retailers seeking a supportive nursing bra for fuller-busted customers. Its seamless underwired cups provide smooth shaping under clothing while maintaining the support many mothers prefer. Practical nursing features—including one-handed nursing clips and nursing pad pockets—combine with soft scalloped lace detailing to deliver both functionality and feminine styling." Contacts: USA, Sindy Ortiz, customer success manager, sindy@parfaitlingerie.com, (626) 559-4285. Canada, Gihan Gabor, customer success representative, gihan@parfaitlingerie.com, (888) 359-5596.