Shapewear offers support to indies

The shapewear market's newest entrant has confirmed its support for more than just the female figure, following a period of rapid growth.

Recent months have seen Bella Bodies Shapewear broaden its target market with two new styles, land a coveted PR opportunity, and hit the export trail. The two new styles - dubbed ShapeDefiner and ShapeRenewal - were the result of "talking in detail with my customers and stockists", label founder Michel Schumacher confirmed.

Releasing in early June with a price tag around $60, the suits were designed to smooth and firm the stomach, waist and midriff. Targeting younger women, the ShapeDefiner was available in black, latte or red and sizes 10 to 16 while the ShapeRenewal style - targeting the 35-plus market - featured broader straps for enhanced support, and was available in black or nude and sizes 10 to 20.

The ShapeDefiner alone looked set to boost Bella Bodies' profit margin, following publicity garnered at the recent Miss Universe Australia finals, Schumacher said. A whirlwind deal with Swarovski followed, which saw the body suits encrusted with crystals at the final Miss Universe heats on May 14. Weekly sales had risen by 25 per cent since the event, Schumacher said.

Recent months had also seen the brand, founded in 2006, seal a lucrative deal with an official distributor in Malaysia and begin exporting to Jordan. Schumacher said she was committed to supporting the independent retail sector.

"I've taken a deliberate decision not to sell to the majors as it's important to have that extra level of service offered by independents. You really need staff who take time to understand the product." Once its benefits had been explained, the brand was a consistently strong seller, she said.

"Initially people look at the garments and think they'll be too thin to hold their figures in. But then they put them on and they cannot believe how light, comfortable and flattering they are."

By Belinda Smart