Maidenform Sleepwear to launch in Europe for AW18

Coconut Grove Intimates will introduce Maidenform Sleepwear to European buyers for the first time at Salon International de la Lingerie in January.

The Canadian manufacturer will present affordable pyjamas, chemises and robes made of microfleece, brushed flannel, French terry and stretch jersey, with the aim of launching the brand in stores for AW18.

Coconut Grove has been manufacturing lingerie and nightwear for the past 25 years, with brands including Splendid Intimates, Underella by Ella Moss Intimates and Maidenform Solutions under its belt.

Story continues below

It supplies retailers all over Northern America and in the UK, and is now looking to expand its reach into Central Europe with its presence at the Paris Show.

Rebekkah Finnigan, executive vice president at Coconut Grove Intimates, said: “We are excited to break into the Central Europe market with our show at the Salon.  A lot of our products are quite unique and there is a large market for them. We see great potential for the Maidenform™ brand as well as private brand.”

Current retailers of the Maidenform brand in Europe include House of Fraser, Debenhams, and Bravissimo.

New collections from Maidenform Solutions include fuller-bust plunge bras in sizes up to a 42H and full coverage satin and silicone petals.

Coconut Grove will also be launching a lace-up front adhesive bra in sizes A-D at the Paris Show.

David Finlayson of APM Agency, Coconut Grove’s representative in Europe, said: “It’s so exciting to see much needed new solutions in this category and we look forward to introducing them in Paris.”



Related posts