Eight years ago, Wacoal Europe found a gap in the market for a fashionable fuller-figure lingerie brand and launched Elomi under the guidance of designer Liesl Goodman.
Elomi, part of Wacoal Europe, evolved from the group’s Goddess brand – a solutions-driven fuller-figure label – and since then, it has grown rapidly with the rise of the plus-size sector.
It is the key fuller figure lingerie brand on the high street, stocked by national, independent and online retailers.
Goodman and her team have worked hard to push the boundaries and stay in tune with market needs, responding to feedback from Elomi’s sales teams and customers worldwide.
This has resulted in extended size ranges and specialist products, including the Etta bra to suit the shorter upper torso body type, and the Energise underwired sports bra.
Goodman helped develop Elomi’s Cate bra (formerly Caitlyn), which is widely recognised today as the industry fit standard bra for plus size, available in 69 sizes.
She also designed Betty, a sheer and sexy low plunge bra, and this led on to the Betty babydoll, a fun and flirty piece for the curvier woman to enjoy.
And she paved the way for padded moulded development in fuller figure sizes, with the firm-fitting Elomi underwired smoothing bra.
Goodman was key in creating Elomi swimwear, launching with a unique 3-step concept consisting of dress-sized separates that could be layered with a swim bra for a customised fit.
She has ensured the brand is forward-looking, seeking inspiration from trends, travel and the catwalks, evidenced by the team’s increasingly daring use of colour, print and styling.
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Address: Rothwell Rd, Desborough, Kettering NN14 2PG
Tel: 01536 760282
Focus: Fuller-bust lingerie and swimwear manufacturing