SYDNEY: Nearly Nude is preparing to attack the US, Canadian and UK markets as its partnership deal with a major international shapewear giant develops.
The Sydney-based boutique brand was partially purchased by Israeli company Delta Galil in April 2010. Delta Galil creates shapewear and underwear for international names including Victoria’s Secret, Calvin Klein, Target, Lululemon Athletica, Maidenform and Marks & Spencer.
Nearly Nude founder Lucy Hosken has remained as creative director of the label and said she is completely in charge of Australian and New Zealand operations. Delta Galil will manage its growth in the US, Canada, UK and later Japan. “This has allowed us to grow rapidly and to new heights,” she said.
Key to the partnership will be the launch of a new collection called Thinvisible in July 2011.
Hosken said the initial range comprises 12 pieces across three categories. These include an Egyptian cotton blend shapewear offer, a microfibre cut and sew selection and a super-lightweight range called Firming Seamless. “The product will be priced slightly higher but not by too much,” she said.
Nearly Nude will also expand into underwear and bras within a year. It will grow to offer seasonal fashion shapewear pieces, such as Valentine’s Day or Christmas party specials.
“By doing that, we will have a really strong offering across all age groups and demographics. Hopefully we will become a household name in underwear.”
The Thinvisible collection has been picked up by a number of high profile US department stores including Bloomingdales, Lord & Taylor and Hudson's Bay in Canada. She is keen to secure a domestic department store this year.
In Australia the brand has 150 boutique stockists as well as its own online retail store.
Melinda Oliver