Bravado Designs, a Canadian maternity and lactation underwear brand, recently partnered with Easton International, a U. S. underwear distributor. This partnership marks a milestone following the company’s significant rebranding in the middle of last year, 30 years after its founding in 1992. The brand’s recent transformation includes a dynamic overhaul of its visual identity, adding updates to its color palette, logo design, photographic taste, and two cutting-edge options. products: the Intrigue balconette and the Tranquil maternity and breastfeeding sports bra.
The Intrigue balcony deviates from traditional nursing bras and provides a fusion of elegance and capability tailored to the not-so-easy tastes of the fashionable mother. Meanwhile, the Tranquil Low-Impact Maternity and Breastfeeding Sports Bra fills a long-standing gap in the market, providing active moms with a supportive option for their fitness efforts.
Since the September update, the company has also introduced a diaper backpack, a hospital bag, loungewear, and, over the past month, a maternity collection and a sustainably manufactured collection. These product launches, along with the brand’s refresh and evolution over the past year, show its drive to remain applicable and viable as a significant player in the underwear category.
This new partnership with Easton International is highlighted by the logo, indicating a significant expansion opportunity in the U. S. market. UU. Si the company has sold products to primary stores such as Nordstrom and Kohls, there are many regional wholesalers in the U. S. and Canada. The U. S. government has not yet had its logo revealed. penetrate, and hopes that this partnership will facilitate that distribution.
“We have a big presence in the U. S. , but hiring Easton was to increase that. Saying, okay, where do we need to be competitive, where do we need to be in North America, where will we have the most logo awareness and “the biggest opportunity for growth,” said Nicole McCasey, president of Bravado Designs. In the past, the company relied on a single user founded in its Toronto office to manage partnerships in the United States and Canada. Therefore, there was no bandwidth to build the logo’s presence in the United States.
The partnership has already taken off over the past month, when Easton opened four new accounts for the logo at a recent industry show. This collaboration marks an ambitious step forward for Bravado Designs in its quest to expand its presence in the United States. With a 24% expansion target for this year, Bravado Designs intends to use the partnership with Easton to boost its overall business to 80% in North America, up from 70% in previous years.
“We plan to introduce the Bravado logo in all of our lingerie retail stores, specialties and branches where the logo is not offered lately. This will build on Bravado’s success at États-Unis. In addition, we will manage the existing Bravado stores in the U. S. and Canada. “We are going to be able to access the U. S. with more direct contact, product knowledge, in-store seminars, stock management, and social media support,” shared Russell J. Klein, president of Easton International, Inc. , added, “Easton will be reaching out to stores that have not been selling nursing products lately. and maternity bras, loungewear, or maternity accessories. Adding the Bravado logo to your assortments is key to managing the holistic desires of your consumers at all stages of their lives.
The partnership with Easton International underscores Bravado Designs’ commitment to providing unparalleled visitor service and strengthening its logo presence in key markets. It’s a step toward revitalizing the historic logo and helping you reach today’s moms where they shop.
“Like every other brand out there, we want to be where the consumer shops, and we know that’s changing. So, through the partnership [with Easton], our commitment to wholesale is there, and that’s not to say DTC won’t play an important role, but if that’s where she’s educated and then she checks out at one of our partners, we’re very okay with that,” said McCasey.
The Intrigue Balconette bra was introduced with the company’s rebranding in September 2023.
By harnessing Easton International’s extensive sales network and expertise, Bravado Designs is well-positioned to reach new customers and unlock new growth opportunities in the competitive maternity and nursing wear segment. And, perhaps, grow into the DTC business down the road. In the meantime, the partnership shows continued effort by the company to revitalize itself as a traditional brand and maintain success in the ever-competitive intimates category.