Direct-selling lingerie brand takes off on the back of Project Runway

Peach CEO Janet Kraus appears on Project Runway.

A US lingerie start-up that aims to overhaul intimate retailing with a new approach to fitting and selling has launched following an appearance on TV show Project Runway.

Peach Lingerie won $300,000 of investment on the programme and hopes its new concept will be popular with women who struggle to find a well-fitted bra.

The brand uses “machine learning technology” and an algorithm designed by engineers to fit and design bras as opposed to the traditional two measurement method.

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The algorithm uses data from all the women fitted to generate a style and size recommendation for each individual customer.

Customers can meet with a Peach Stylist in person or by video to be fitted in one of the brand’s own luxury styles.

They can also buy lingerie online, return styles for free and receive a 10% discount on the styles they replenish.

Stylists are made up of women who sign up to be independent business owners and who act as ambassadors for the brand and visit clients in their homes for a fitting.

A statement on the Peach website reads: “Each and every day, we collect more real-life data and analyse it to engineer better fitting bras. We create hundreds of patterns and samples, we fit and grade each size by hand, and we wear test each style on women of all shapes, sizes, proportions, and ages. The end result is a design process that is truly breakthrough.”

CEO Janet Kraus has started and sold two technology companies and taught entrepreneurship at the Harvard Business School.





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