Parfait’s Nursing Bra Launch
Parfait reported strong sales for the nursing bra it launched last summer. “Holly has exceeded our expectations,” said CEO Ken Zhang, adding “we’ve been particularly encouraged by the early retailer response and reorders, which tell us that Holly is filling an important gap in the nursing category. Customers are looking for the comfort of a wire-free bra without giving up the support they need. And Holly was developed specifically to meet that need.”
The Holly Wire-Free Nursing Bra (NB501), a seamless style for fuller-busted and full-figured nursing mothers, was based on the company’s existing Holly wire-free “everyday seamless design appreciated for its comfort, softness and easy fit,” and follows customer requests to “bring the same concept to the nursing category.”
“Breathable, unlined cups provide lightweight comfort, while padded comfort straps help reduce shoulder pressure. Its one-handed nursing clip provides quick and convenient access for nursing or pumping. The smooth seamless construction also makes Holly easy to wear underneath everyday clothing, while its wire-free design makes it suitable for extended wear throughout the day or night." Wholesale price: $26.55; suggested retail: $59.00.
Parfait’s existing Leila Wired Nursing Bra (NB502), also designed for fuller-busted customers, “has been part of the Parfait collection for years and has been well received by specialty retailers. Leila provides a smooth, supportive silhouette for everyday wear. Its seamless cups create a clean appearance under clothing, while padded straps provide additional comfort. A sturdy nursing snap can be released with one hand for easy feeding, and an interior pocket accommodates a nursing disk. A soft scalloped lace trim adds a feminine finishing touch." Wholesale: $25.20; suggested retail: $56.00. U.S. sizes: 32-40C-K, 42-44C-I.
“Holly was developed directly from feedback from our customers. It may be a focused nursing collection, but we believe these two styles give retailers two very practical solutions for an important customer need,” concluded Zhang. Contact: Sindy Ortiz, sindy@parfaitlingerie.com, (626) 559-4285. In Canada: Gihan Gabor, gihan@parfaitlingerie.com, (888) 359-5596.
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