Aubade strengthens its product range for worldwide expansion

By

Anne-Sophie Savenier

Published
Dec 22, 2015

Aubade has revitalised its international ambitions and is giving itself the means to achieve them, by developing lines aimed at completing its range. The French lingerie label belonging to the Calida group has recently announced that, for winter 2016-17, it will launch a new line dedicated to large cup-sizes (up to size F).

For the occasion the corset-maker, which made seduction its hallmark, created two new shapes in addition to the existing ones: the 'corbeille comfort' (comfort cup) and another, more fitted one.

"In creating this new line, we kept in mind our DNA: seduction. The objective was therefore to devise new models combining glamour and comfort, but to feature our classic models too, so that there could be no feelings of disapproval by our customers," explained Martina Brown, Aubade's Deputy Chief Executive.

The result of all this? Besides the two new bra shapes and a new, more fitted briefs model, the line consists of 11 items, including a babydoll and garters (up to size XL).

Aubade will present the new line at the International Lingerie Show in January and, in distribution terms, the brand hopes to seduce retailers in France but also, and chiefly, abroad.

Aubade's current decision to widen its range, has actually been made with a view to expanding internationally.  

"In order to develop in markets such as the USA or northern Europe, it is essential to feature large cup-sizes. By launching Aubade à l’Amour we hope to strengthen our presence on these markets and to attract multi-brand stores that aren't simply retailers specialising in large cup-sizes..." underlined Martina Brown.

The line is a long-term investment for Aubade, for spring-summer 2017 too. It is in fact designed to expand, besides with  other new models, chiefly through the launch of a swimwear line.