Independent lingerie and swimwear brand Beija London has expanded into wholesale following customer demand.
The label, which launched in January last year, has been focusing its attention solely on ecommerce over the last 18 months, but is now taking forward orders from retailers and will exhibit at CURVE NY in August.
“Our main focus is always on our own website and its performance, but we get emails everyday from customers asking where they can try on our bras,” explains co-founder Mazie Gardner.
“We offer free returns, but when it comes to lingerie women definitely want to try it on. We learnt this from having the pop up shop.”
Beija London was founded by Mazie Gardner and Abbie Miranda, daughters of Annie Gardner at Aura Lingerie, which designs private label collections for UK high street brands.
From Aura’s workshop in London’s Kew, the pair have created a mid-premium offering in sizes AA-G.
Their key message is that one style does not fit all and have categorised different shapes into different size groups.
The X category (sizes AA-B cup) features delicate soft-cup bras, the Y category (B-D cup) offers plunge and balcony bras and the Z category (DD-G cup) features full-cup bras.
“Women are really responding well to the X,Y, Z concept. They love the fact the design is really considered for cup size,” said Gardner.
Shop at The Bluebird, a luxury fashion retailer with four stores in London, has become the first stockist to take on Beija London, formerly named Beija Flor.
The company will stock all Beija London swimwear styles, and lingerie styles under the X category.