Magic BodyFashion was one of the first companies to introduce shapewear and problem-solving bras in the eighties.
Now under the direction of Linda Leestemaker and Marc de Graaff, the brand has evolved to become an all-in-one solutions brand. In an interview with Lingerie Insight, Leestemaker discusses best-sellers, new innovations and future plans.
When did you first establish MAGIC Bodyfashion?
MAGIC was established 25 years ago. Marc [de Graaff] and I bought the company in 2012 and have been working super hard ever since to really take it to the next level.
How has your product offering evolved since then?
The brand was one of the first companies to launch bra solutions and shapewear. Once we optimised comfort and fit within these categories, we progressed to develop shapewear for larger sizes, active wear with shaping functions, shaping hosiery and accessories for shoes. MAGIC Bodyfashion has evolved into a total body solution brand, offering innovative new solutions from head to toe. Adding different categories within our lingerie solutions gives our customers the opportunity to purchase all the lines from one supplier. The advantage for the consumer is that they can find comfortable and reliable solutions to all their lingerie challenges from within the MAGIC Bodyfashion range.
What are your best-selling products?
Our backless collection and shapewear are leading categories for MAGIC Bodyfashion. Within our backless collection, the best-sellers are the LUve bra, an adhesive, backless solution with a low U-plunge; Backless Beauty, an adhesive silicone bra; and Magic Lift-its, stick-on silicone cups that lift the bust. In the shapewear category, the best-sellers are the Super Control Body, the High Waist thong and the Slimbody.
What are your price points?
Prices vary from £10 to £80.
How have you grown the business over the last 12 months?
We have been achieving double-digit growth over the last 12 months while the industry was pretty much flat. Naturally, we are incredibly proud of this.
Where in the world are you currently stocked?
We are stocked in 57 countries over three continents. UK stockists include House of Fraser, Figleaves, Very and ASOS.
Which is your biggest market?
Germany is our number one market.
Are there any markets you would like to grow or expand into?
We have just launched MAGIC Bodyfashion in the US and would like to rapidly grow and expand in this market. Similarly, in Asia, we have launched in China and we are definitely focused on other Asian countries.
Do you plan to expand your presence in the UK?
MAGIC Bodyfashion is rapidly growing in the UK market at the moment, with very aggressive double digit growth. Our UK agent [Philippa Bradley Agencies] is very active. Besides that, we are now investing in PR to build on our brand awareness.
What are your plans for 2017 and beyond?
We will keep adding new categories to our total body solution concept. You will keep seeing great new innovations, as this is what we are all about.