Eveden Australia has welcomed the new financial year with a raft of price cuts and a new wholesale deal with Myer.
The lingerie wholesaler, part of the UK's Eveden Lingerie Group, has furthered the wholesale and retail price reductions it introduced in February.
Eveden Australia general manager Janine Fisk said the move was facilitated by supply chain tweaks including logistics provider changes.
“With a bit of restructuring with our back end supply chain, we saw this as an opportunity again at the end of the financial year to look at reducing some of our key groups that we hadn't been able to necessarily move on before,” Fisk said.
“For some of our best selling groups across the board we've been able to bring prices down $5 a bra which is quite a substantial price drop at retail.”
Lines with new wholesale and retail prices include the Freya brand's Deco range and the Fantasie brand's Elodie range.
Also new for Eveden Australia is Myer's impending roll out of both its Fauve and Elomi brands. While Elomi had originally been slated to hit Myer stores in May, Fisk revealed the department store will now roll out the fuller figured label from August 1.
“They've also picked up Fauve which is our premium brand and Fauve will be launching alongside Elomi in top CBD stores,” Fisk said.
“Fauve is very decadent and over the top, bells and whistles, frills - the works. I think Myer was really looking for something to offer a point of difference that was also high fashion. They're carrying it through to GG cup. It goes from a B to a GG and they're really focusing on that customer.”
Fisk denied Eveden's price changes were a reaction against competitors' activities, arguing the company was trying to assist lingerie retailers in stemming the tide of consumers who have a bra fitted in store and then purchase the product from a cheaper online retailer.
“Our retailers are really working hard at the moment and doing all they can to provide the most amazing service and fitting. We want to make sure the dollars are kept here in the country and Australian retailers are the ones at the end of the day successful with the sale.”
Brands in Eveden Australia's portfolio include Fauve, Fantasie, Freya, Elomi, Huit and Goddess. The business has acquired approximately 350 stockists since establishing itself locally three and half years ago.