MELBOURNE: Over 30 years after it launched in the US, a sports-focused underwear brand has begun muscling its way into the local intimates market.
Moving Comfort specialises in the design of sports bras for high-impact exercise and celebrated its local launch at August trade fair Fashion Exposed.
The 33-year-old label produces sports bras in sizes 8A to 18E, with a growing athletic apparel range as well.
Moving Comfort brand manager Natasha Buttler said the dominance of other brands in the intimates category was the label's first hurdle on local soil.
“Currently the sports bra market is saturated by two mainstream brands. The challenge is getting Moving Comfort noticed between these brands and getting it ranged,” Buttler said.
Buttler revealed the label has ranges designed to suit both specialty sports stores and lingerie stores, with crop top styles retailing for $70 and cup bras for $90.
“The core styles won't change but the fashion colours will be updated twice a year,” Buttler said.
Moving Comfort's local consumer marketing campaign will kick off in October 2010 with advertisements scheduled for consumer running publications. Local stockists for the brand thus far include Sports Conscious (VIC), Sports Fever (WA) and online store gymsales.com.au.
Moving Comfort is owned by US company Brooks Sports and is also distributed in Canada, Europe, the UK, Israel and the Philippines.