LF Intimates secures 10 new accounts at Moda

 LF Intimates has reported an ‘exceptional’ Moda trade show, with its average order value rising by 10 percent compared to like-for-like sales the previous year.

The company also secured 10 new accounts, including some key independent stores, at the event.

LF Intimates managing director Peter Preston said: “The MODA show has been a great success for both brands, having focussed Charnos’ product strategy on building and expanding the Superfit sub-brand it was extremely satisfying to hear such positive feedback on its two new launches – The Comfort Bra and Rosalind Soft Bra which are set to be best sellers for us in AW12.

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“Lepel has maintained popularity as an affordable fashion brand and with an extremely strong fashion collection this season, the new more sophisticated colour palette and contemporary shapes proved to be a hit with retailers, in particular the Josephine and Victoria ranges. As ever, the MODA show has proven invaluable for collating customer feedback and overall figures are set to beat those taken at MODA AW11.”

The new addition to the company’s best-selling Charnos Superfit range was the Smoothlines Comfort Bra, which LF Intimates claimed was the ‘star of the show’ with outstanding orders and the biggest growth area for Charnos.

With a July launch, the bra is available in white and brulee and ranges in size from 32C to 42F.

Carmen was the second best selling range in black and gold, delivering a full cup bra, classic balcony bra, thong and brief to market at £36 (RRP) for the bras and £16 (RRP) and £18 (RRP) respectively for the bottoms.

Lepel presented a rich jewel toned colour palette in jade and raspberry tones within its lingerie offer, building on existing shapes and targeted size ranges.

The best selling lingerie was Fiore in jade with a padded plunge bra and full cup bra both at £22 (RRP) and short at £12 (RRP), with Victoria coming second with the graduated padded plunge bra at £26 (RRP) and brief at £12.

All export territories, according to LF Intimates, have been growing consistently for both brands with reactions to the ranges very positive. New opportunities have emerged for Charnos and Lepel in the Czech Republic and Slovakia for AW12. Key export ranges were Lepel’s Josephine and Victoria, and Carmen for Charnos



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