Bodysuit label aims to expand bottom line
Hence why the former business coach-turned designer spent more than 12 months readjusting the fit on her first line of bodysuits just to see how they held up against her exacting standards.
"I knew what I wanted, a bodysuit that would eliminate the need to wear so many layers [and one] that would also eliminate the dreaded 'plumbers crack' and 'muffin tummy'. I believe you have to believe in what you're doing and feel immensely passionate about it. I personally tried on every prototype . . . and even washed them against the washing instructions to test [the design] further."
The move obviously paid big dividends for the brand that, despite launching into the market just eight weeks ago, has already declared war on its competitors by announcing radical expansion plans.
Currently available online only in a singlet-style suit with boycut legs, 2007 will see the Snugbods label introduce 13 new styles into the mix including boob tube, cross over tank, crop top insert and plunge bra.
Yet despite her desire to grow the brand, Alamedine is adamant retail stores will not be part of its ongoing development.
"They're not part of my plan for the near future. My first goal is to get more brand awareness in Australia and then focus on exporting. I will still personally try every style myself before it goes into production."
Alamedine said other changes mooted for the upcoming season included expanding the colour palette beyond its present range of just black and white and broadening the scope of sizes - up to a 22 - both to attract a more diverse clientele and attract more plus size consumers.
Featuring a unique clip-style crotch, the price points of the Australian manufactured label are expected to remain stagnant at between $65 and $75 per item.