French lingerie brand has been crowned the winner of the Innovation of the Year award for developing a new and exciting product category in 2017 – the Chantelle Soft Stretch range.
Made with a seamless soft and stretch material, the debut collection included a range of briefs designed to adapt to all body shapes and sizes.
Following impressive fit feedback and sales around the world – over 1 million pieces sold worldwide in 2017 – the range has grown from offering two to four basic colours and is now available in fashion colours each season.
For SS18, the Soft Stretch range will also include four lingerie pieces: a super soft non-wired bra for ultimate comfort, a crop top, a vest top and a body.
With most retailers now having discovered Soft Stretch (the range represents about 30% of Chantelle’s unit sales this AW17), Soft Stretch is set to become the most successful new category Chantelle has ever launched.
Accepting the Innovation of the Year award last night, Mary Cameron said: “We are thrilled to win this award and recognition from the industry. Soft Stretch is a great innovative brief that benefits all; its success has been helped by the enthusiasm of our wonderful retailer stockists whose support we appreciate.”