Bali Intimate Apparel Brand Capitalizing on Successful Bra Innovation With Line Extension
December 18 2019 - 10:23AM
Business Wire
Following its best-selling bra introduction in decades, Bali
adds panties and shapewear to the Comfort Revolution EasyLite
collection featuring SmoothTec and Cool Comfort technologies
Bali, the leading national intimate apparel brand in department
stores, has introduced Comfort Revolution EasyLite panties and
shapewear to complement one of its best-selling bra style
introductions in a decade.
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Bali intimate apparel, the leading
national intimate apparel brand in department stores, has
introduced Comfort Revolution EasyLite panties and shapewear to
complement one of its best-selling bra styles. Innovative SmoothTec
fabric technology means ultra-thin fabric that is virtually
invisible under clothing and 360-degree stretch and recovery, among
other features. (Photo: Business Wire)
Designed with HanesBrands’ innovative SmoothTec fabric
technology, the collection offers ultra-thin fabric that makes the
garments virtually invisible under clothing and delivers 360-degree
stretch and recovery that allow garments to flex to fit women’s
unique bodies, maintain their shape and eliminate ride-up. The
addition of the company’s Cool Comfort technology means that the
fabric also wicks moisture for added comfort.
Bali EasyLite panties are being launched in hi-cut and brief
styles in sizes up to 2XL and the EasyLite shape cami also is
offered in sizes through 2XL.
“Bali’s EasyLite collection caters to the specific needs of all
women with innovative, feminine designs that are functional and
affordable while addressing two of the top undergarment complaints:
lines and comfort,” said Maria Teza, vice president and general
manager, Bali intimate apparel. “We are excited to expand the
EasyLite collection, which offers women intimate apparel that
supports their active lifestyles with total comfort.”
The introduction of EasyLite panties and shapewear follows the
May 2019 introduction of Bali’s EasyLite wirefree bra featuring no
hardware and sizes up to 3XL (46DD). During its first six months,
the bra has quickly become one of Bali’s top-10 most popular
styles. Additional growth is projected in 2020 as new colors are
introduced.
“The launch of our EasyLite bra has been one of the most
successful to date and by adding panties and shapewear, we are
providing women with total comfort for their every need,” she
added. “And we’re delivering on our company’s Innovate to Elevate
strategy for growth.”
Hanes’ innovation strategy is to use the capabilities of its
large-scale global supply chain and brand strength to offer
enhanced products at an accessible price for large numbers of
consumers.
Bali EasyLite panties retail for $13 per pair or three pairs for
$33. Same as the collection’s bras, the panties are offered in the
brand’s TruShade color palette, which delivers an inclusive range
of shades to complement women of varying skin tones.
The shape cami is being offered in four colors – nude, black,
sandshell and white – and retails for $44.
Both the panty and shapewear cami lines are available now across
the nation in Kohl’s, Macy’s, JC Penney and other department
stores, as well as online at OneHanesPlace and Amazon.
Bali
Bali, America’s leading national intimate bra brand in the
department store channel, offers bras, panties and shapewear. Bali
products can be found at leading retailers nationwide and direct to
consumers at www.onehanesplace.com.
HanesBrands
HanesBrands (NYSE: HBI) is a socially responsible leading
marketer of everyday basic innerwear and activewear apparel in the
Americas, Europe, Australia and Asia-Pacific. The company markets
T-shirts, bras, panties, shapewear, underwear, socks, hosiery, and
activewear under some of the world’s strongest apparel brands,
including Hanes, Champion, Bonds, Maidenform, DIM, Bali, Playtex,
Bras N Things, Nur Die/Nur Der, Alternative, L’eggs, JMS/Just My
Size, Lovable, Wonderbra, Berlei, and Gear for Sports. More
information about the company and its award-winning corporate
social responsibility initiatives may be found at
www.Hanes.com/corporate. Visit our newsroom at
https://newsroom.hanesbrands.com/. Connect with the company via
social media: Twitter (@hanesbrands), Facebook
(www.facebook.com/hanesbrandsinc), Instagram (@hanesbrands), and
LinkedIn (@Hanesbrandsinc).
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version on businesswire.com: https://www.businesswire.com/news/home/20191218005510/en/
Carole Crosslin (336) 671-3704 (cell)
carole.crosslin@hanes.com
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