Maaji brings Columbian style to UK swimwear market

Columbian swimwear brand Maaji is reaching out to British independent swimwear shops and e-tailers with a collection that draws inspiration from the style and seduction of the South American country.

Claudia Falcone, UK sales representative for Maaji, told Lingerie Insight on the first day of Mode City in Paris that she was looking to build a network of retailers in the UK for the SS12 collection that the company is exhibiting at the show.

The 2011 collection secured its first order with online fashion giant, which took 400 units of this year’s line. Harvey Nichols sells the brand in Dubai.

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Ms Falcone says she has also had positive discussions with fashion chain Urban Outfitters and uber-cool waxing bar company Strip, which sells lingerie and swimwear from its London outlets in Chelsea, Notting Hill, Soho and The City.

“We want to work with independent retailers across the UK who love South American swimwear, but want a brand that is more stylish and less revealing than people associate with Brazil and Columbian brands,” explains Ms Falcone.

Retail price points are around £75-100, depending on the level of detail. As an added incentive for shoppers, every item sold has its own unique code on the label. This code corresponds to an individual tree that will be planted by Maaji, and can be tracked online throughout its life.

“This is an initiative to help the environment while people are enjoying their fantastic swimwear,” Ms Falcone enthused.

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