By  on January 14, 2008

Eveden Ltd. is launching a new full-figure bra brand for spring called Elomi.

Designed by Liesl George, design manager for the company's Goddess and Elomi brands, the label is being marketed as an aspirational product for full-figured women with a range of sizes from 32 to 52 and cup sizes C through H. The core size range goes from a 34 to 48 back, an important element to the collection because a number of full-figured women may have a larger back size but not necessarily a fuller cup size.

The brand's Polynesian-inspired name was selected because it evokes a "sophisticated, fashionable and romantic image," said Melissa Youngblood, vice president of sales and marketing for the U.S. division of the British company.

"The full-figured woman wants the same sexy, beautiful lingerie that is designed to fit and enhance her figure," Youngblood said.

Jim West, director of merchandising and product development at Eveden USA, said, "There's been an enormous influence over the past two years since Oprah did her bra-fitting shows and the full-figured woman wants to be part of the fit story. We introduced Elomi because there definitely was a need for fashion product for the full-figured woman. There was a huge gap at that price point. Elomi will retail from $40 to $58, while our Goddess brand retails in the $30s to mid-$40s."

A first-year wholesale sales projection for the U.S. market was not available, but the new brand should generate more than $4 million, according to industry estimates.

The collection features four groups:

Jasmine, an allover European underwire bra in muted fawn and white in DD to H cups with coordinating boyshorts sized up to 3XL.

Kristie, which has two styles: an underwire floral embroidered satin look that goes to a GG cup, and a soft cup that goes to an FF cup and up to a size 52 band. A matching brief is available in medium to 4XL.

Emma, an embroidered floral pattern style that offers full coverage in cup sizes DD to GG in shell pink. This look has a three-section cup with a side shaping panel.

Smoothing, a seamless, molded number in black and nude. Cup sizes go up to GG and back sizes up to 48. An underwire frame and powernet wings give extra support and comfort, while inside cup panels provide additional shaping and uplift."I expanded my expertise in large cup sizes to include full-figure with the Goddess brand, which is aimed primarily at the American market,'' said George, who is full-figured. "The success of Goddess highlighted the need for a new fashion-forward brand aimed at the global market, and this is being launched as Elomi."

Eveden also has three full-busted brands: Freya, Fantasie and Fauve.

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