Playtex has announced it has frozen prices at 2011 levels for its spring summer 2012 ranges as part of a trading statement that shows sales rose by almost one-third over the past six months.
The brand’s parent company DB Apparel says that the Playtex Tonique Contour, a shaping bra that doesn’t use underwires, was a star performer in a line up that has focused on well fitting, comfortable bras in a broad range of colours and styles.
Ongoing promotional work to encourage every woman to wear the right size bra, has also benefited the Playtex brand, says DBA.
“The brand has been successfully harnessing its heritage and reputation as a trusted, quality lingerie brand, whilst meeting consumer demand with contemporary and innovative product launches,” said Paul Devin, DBA UK general manager. “We’re looking forward to the continued success of Playtex with exciting new product launches, a growing range of styles ahead as well as continuous media and marketing support,” he added.
Celebrity collaborations were particularly significant for Playtex in 2011, including the launch of Mary Portas Recommends Playtex at House of Fraser. Other Playtex lines are also stocked at John Lewis and Debenhams as well as Isme.com, Figleaves.com, independent retailers and mail order accounts including Next.