Brazilian shapewear brand Plié has announced a 45 percent increase in turnover for 2010.
Based in Sao Paulo, with a well established European distributor, Plié is currently pursuing an aggressive growth strategy.
Managing director Ron Horovitz said: “Right now we’re investing heavily in production capacity and in our export partnerships to guarantee Plié’s place in all markets during these complicated times.”
Launched in Brazil in 2000 and in Europe during 2005, Plié has sought to build brand loyalty by working with hundreds of small and medium independent multi-brand boutiques.
The company claims that Brazil’s booming consumer market is having a knock-on effect across the entire lingerie and shapewear sector, with ‘well-know brands’ that were strong on exports taking a short term-view on the recent Brazilian consumer boom and suspending exports to focus on local growth.
It stated that ‘many of them now work only with franchised stores that only stock one brand -
The brand will be showcasing its latest collection to European buyers at Mode City, this July.
European managing director Elemar Souza Cruz said: “Our Control range has sold consistently well since we launched at Lyon Mode City in 2006 and we’ve added to the range every year, so we now have 18 shaping styles in total. We’ll be launching new styles and colours at this year’s event at the earlier date in July and have some exciting plans for new POS material in the second semester. “
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