DW Sports has doubled its number of stores stocking Berlei to meet an increased demand for the lingerie brand’s products.
Berlei’s Sport range launched earlier this year. With the new line, the brand has sought to reinvent traditional lingerie by offering comfort and fit with maximum support, and also incorporating innovative engineered solutions to ultimately improve performance.
At launch, the the Berlei Running (£32), Move X (£32), Fresh (£34) and Fit Crop (£30), were carried in 15 of DW Sports outlets.
Due to the range’s success, from January 2012, a total of 30 DW Sports stores – from Inverness to Poole – will now showcase Berlei Sport products.
Berlei managing director Tony Jarvis said: “It’s really great news. The Berlei Sports range is proving a real winner and we love working with DW sports.”
A DW’s spokesperson added: “We’ve been really impressed with how the Berlei Sport range has been received by our customers. In response to demand, we’re pleased to be making the products available in twice as many DW Sports outlets. From this month DW gym-goers will see the Berlei range promoted on their lockers, in the fitness studios and on mirrors in the change rooms. DW staff will be using a need-to-know manual on the Berlei range to advise members on the best sports bra for them.”
To meet immediate demand, from this month DW has added an additional 15 stands to display the current range, which includes the Running wired bra in black, white and electric blue colourways, the Fresh padded bra in white, the Move X in black & pink and the Fit Top in black & purple.
January additions to the range set to be stocked by DW Sports include Fit in pink & black (exclusive colours for DW Sports, the Running wired bra in hot pink, the Move X in white and the non-wired Running bra in black, white and electric blue (exclusive for 6 months to DW Sports).