US lingerie startup Adore Me has launched a range of plus-size bralettes.
Adore Me, whose main competitor is Victoria’s Secret, spent 10 months developing the bras that are lined with power mesh, have wide straps and feature a stretch lace design.
The plus-size bralette, which goes up to 4XL, is the latest product Adore Me is pushing to differentiate itself from Victoria’s Secret, which doesn’t sell plus-size lingerie.
Lingerie Insight reported last month that the emerging bralette trend has helped boost sales at Victoria’s Secret this year.
Parent company L Brands said Victoria’s Secret drove “very significant growth” in bralettes and sports bras in the second quarter, in a conference call with reporters.
Adore Me, which told the Business Insider last year it wants to “slay Victoria’s Secret,” is trying to take advantage of the growing plus size industry.
Annual US sales of women’s plus-size apparel, often defined as a “Misses” size 14 and higher, rose by 17% to $20.4 billion in 2016, from $17.4 billion in 2013, reports Bloomberg.