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Nudea celebrates first anniversary with new launches

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Lingerie brand, Nudea, is all set to celebrate its first anniversary with two new collections. By disrupting traditional bra fitting through innovation and by modernising the measuring process with custom-designed tools, direct-to-consumer and online-only, the fit-centric underwear brand has seen exponential growth during the lockdown period.

The company has recorded sales of the brand’s custom-designed Fit Tape up 500 per cent since March and post-lockdown growth averaging 80 per cent MoM. Taking steps toward being a more sustainable and inclusive fashion brand, Nudea is launching two new collections in the coming months, both collections are produced in Europe and include sustainable fabrics and post-consumer recycled materials and comprise sizing from A to GG. Nudea’s new mainline collection launching in November 2020, will feature bras and knickers made from recycled yarns, a sustainably sourced spacer fabric (which works like memory foam) in a number of the bra styles, an expanded size range with 43 sizes and new colourways. Moreover, the brand will launch a new line of seamless bamboo underwear including bralettes catering for 32A to 38F, camis, and briefs. Additionally, Nudea will be launching an innovative gift set to help increase product longevity and further reinforce the brand’s commitment to sustainability, the company said in a press release.

“Given 2020’s circumstances, we’ve been in a great place to establish Nudea as the go-to brand for at home underwear fitting. Our bespoke Fit Tape Measure (developed leveraging data collated from over 1,000 women), Online Fit Finder and Virtual Bra Fittings have been all designed for self-measurement, thereby, eliminating the need to go to a physical store. What’s more, as a new and agile brand, we’ve worked tirelessly throughout lockdown; we’ve released a new bikini brief line, responded to customer demand with a reusable, washable Face Mask which sold out three times, and established an enviable brand reputation as a go-to brand through extensive on and offline marketing activity and seamless customer service and support,” Priya Downes, Nudea’s CEO and co-founder said.

Nudea‘s brand performance demonstrates that the approach of upfront investment in fitting builds brand loyalty, trust and ultimately higher conversion, better repeat purchase rates and lower returns. To illustrate this point, Nudea’s Fit Tape results in a 30 per cent conversion and the returns rate is in the low double digits, which is an enviable achievement for a new brand starting out in a size intense category.

Fibre2Fashion News Desk (GK)

Lingerie brand, Nudea, is all set to celebrate its first anniversary with two new collections. By disrupting traditional bra fitting through innovation and by modernising the measuring process with custom-designed tools, direct-to-consumer and online-only, the fit-centric underwear brand has seen exponential growth during the lockdown period.



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