The pure and simple lingerie brand is expanding its collection with babywear and a maternity range.
Lingerie brand Bodas has been quietly flying the luxury basics flag for simple and comfortable high-quality underwear since 1991.
The brand – which does no advertising and does not exhibit at any trade shows – has built a strong foundation on word of mouth recommendations alone. Its director Debbie Missing explains: “We used to show at Lingerie Americas when it was much smaller and also at London Fashion Week, but we found that most customers preferred to come to the shop for an appointment.
“It is fair to say that everything we do is quite discreet and that is part of the Bodas brand mentality. One buyer told me it was like a best-kept secret, and that sense of discovery is very important to us. Likewise, a personal shopper told us that most of her clients were wearing Bodas even though it wasn’t sold in her store.”
Launched 18 years ago with a Supima cotton basics range which introduced the core styles, the brand has evolved with the addition of new fabrics to the lingerie collection and new product categories including nightwear, swimwear and babywear.
For spring 09, a new maternity range and several new vest styles for babies aged from newborn to 18 months, along with a new soft bra shape in the Smooth Tactel basics range will increase the 20-piece offer further. For the first season the maternity and babywear collections will be available exclusively in Bodas’s two stores in London’s Notting Hill and Spitalfields as well as on the brand’s transactional website, and after that will be available at wholesale. Prices are in line with the mainline, ranging from 7.20 for briefs to 15.20 for a maternity bra and 16.20 for a nursing bra. Non-maternity pyjamas cost 25.
“We had so many requests from our customers for maternitywear,” says Missing. “All they could find had an industrial feel or was heavily laced, so we launched a beautiful maternity and nursing range in pretty colours to mix and match with the mainline.”
With two own-brand London stores, a transactional website that generates 30% of its business and 30 stockists in the UK including department stores Harvey Nichols, and Fenwick on London’s Bond Street, plus etailer Figleaves.com, as well as 45 international accounts ranging from Barneys in New York to Lane Crawford in Hong Kong and Holt Renfrew in Canada, Bodas has a strong base which it plans to expand.
“But we want to keep it limited,” says Missing. “We don’t want to be a brand that is everywhere. The service level – ensuring that the people selling the product really understand it – is very important to us. Our pieces look simple hanging there, so an understanding of the fabric, the fit and the shape is essential. We have just launched in Harvey Nichols Dubai and in shops in the One&Only luxury hotel group, so we are looking for new territories but we like unusual locations.”
Two: Number of Bodas own-brand stores
20: Number of pieces in the brand’s spring 09 range
75: Number of stockists worldwide
1991: Year Bodas was launched