Big Girls Don't Cry Anymore will reduce both the wholesale and recommended retail prices of its Panache Superbra range as part of efforts to increase the brand's depth in stores.
Director of the distribution company, Karen Edbrooke, said she had secured reductions on Panache Superbra's core styles and seasonal fashion product. Recommended retail price points will be cut by between $6 and $16, with Panache's top seller, the Andorra full cup lace bra, to drop from $99.95 to $83.95 (RRP).
“We're doing it because we want to get more product into store and be more competitive,” Edbrooke said.
She revealed Panache currently has 100 core Australian stockists, along with an additional 200 stores that “dabble” in the range.
“We're not really looking to get more store numbers, we've got nearly all the independent lingerie stores covered. Our aim is to get stores to stock more core product,” Edbrooke said.
She revealed she was particularly keen to target the youth market.
“We've got to get those young girls fitted. That's my goal for this year,” Edbrooke said.
Panache Superbra is available in sizes six to 22, cup sizes D to KK and is a UK-originating label. It has been distributed in Australia by Big Girls for the past 12 years, and local stockists include Bra Town (WA), Capri Body Fashions (TAS), DeBras (NSW) and Secret Kiss (VIC).
Big Girls Don't Cry Anymore was established in 1992 and distributes a number of other lingerie brands including Panache Atlantis, Cleo by Panache, Masquerade Lingerie and Elila. Headquartered in Brisbane, the company is a 'plus size' specialist with product spanning sizes six to 36 and cup sizes AA to N.