Fuller-bust wholesale lingerie brand Curvy Kate is launching a new, more risqué brand called Scantilly for autumn 15.
The brand, described as “Curvy Kate’s naughtier friend”, will include peek-a-boo bras, waspies and briefs in sizes from 30DD up to 38HH.
“We saw a gap in the market for more raunchy lingerie but with a focus on fit for larger sizes,” explained marketing manager Hannah Houston.
The first collection, comprising three bra styles with corresponding knicker options and accessories, will launch in October 2015. There will be a second drop, also comprising three styles, in November for spring 16.
Houston said the brand has been in development for around a year and will have more luxurious fabrics than its sister label Curvy Kate. It will have a slightly higher price point, with bras expected to retail at £38 compared to £30 for a Curvy Kate equivalent.
The brand is targeting its existing stockists such as John Lewis and Figleaves with the new label, but will also look to new stockists.
“Initial reactions to the range have been very positive and we’re really excited, because there’s nothing really like this available on the market.”
Curvy Kate, which won Womenswear Brand of the Year at the Drapers Awards last month, is experiencing growth in the UK, Ireland and overseas since its launch in 2009. The brand is stocked in 34 countries worldwide and key international markets are France, the US, Canada, Germany, Poland and Australia.
On January 5, it will launch its annual ‘Star in a bra’ campaign worldwide, which will have its own website for the first time. The competition is to find a member of the public to model in the brand’s advertising campaign and has been previously run on Facebook with a public vote.
“Through launching its own dedicated website and opening it up to the whole world we hope to get some really diverse entrants, which will be great for the brand,” said Houston. “Our winners really become the face of the brand so it is something we’re very passionate about.”
Around half of the brand’s business is currently in the UK and Ireland, with the other half overseas. The domestic market has grown from making up approximately 40% of sales thanks to the growth of key accounts.
“We’re now stocked by retailers like Debenhams, John Lewis and Figleaves in the UK and we’ve seen some really good growth there,” said Houston. “The next focus for us is on independent retailers.
“The independent business is very small for us at the moment but we see lots of opportunities there.”
In May this year, Curvy Kate appointed Clare Woolstencroft as Northern sales agent and Sally Courtney as the Southern sales agent. They report to Rachel Jenkins, who joined as head of sales from swimwear brand Zoggs in 2012.