Lingerie entrepreneur Phylise Sands is launching a collection of luxury bras by Red Daisy.
This story first appeared in the August 23, 2011 issue of WWD. Subscribe Today.
Sands, a petite red-haired fitness buff, created the sports bras to support breast cancer awareness after her mother and sister were diagnosed with the disease. The launch will include a donation of 10 percent of retail sales of any red-colored Red Daisy sports bra to The Breast Cancer Research Foundation, said Sands.
She named the brand Red Daisy as a nod to her red hair and the daisy embroideries her grandfather’s company crafted for lingerie companies when she was a child.
“Red Daisy is a labor of love for me. It combines my passion for fitness and fashion with my personal mission to support women’s breast health through my fund-raising program,” said Sands. “I wanted to make sports bras glamorous and comfortable for all women. I’m trying to tempt women who like fashion, pretty things they can wear while doing yoga, playing tennis or horse back riding.”
First-year wholesale sales are projected at $1 million.
Colors will be red, black and peach. The sports bras, which will feature straps in contrasting fashion colors, will be rendered in three fabric layers for additional support and comfort. Both bras and bottoms will be constructed of Sensitive microfiber and Lycra spandex.
Suggested retail for the sports bras will be $68 for a cut-and-sew style, $72 for a molded soft cup and $76 for a molded underwire look. Coordinating low-rise bottoms with engineered knit-in control for problem areas like the thighs will retail between $75 and $85, while a Daisy Duke undershort and Daisy short will retail for $33. Sizes will be S to XL for sports bras; bottoms will be sized S to L.
Distribution is aimed at major stores as well as specialty boutiques and fitness and wellness chains. The collection will also be sold on red-daisy.com, which will be launched in September. Deliveries to stores are scheduled to commence in November.
The collection was unveiled this month at the CurveNY trade fair in New York. Fall and holiday orders are expected to be finalized in the next several weeks.
“It was a good show…we opened five accounts and received interest from retailers in the Middle East and China,” said Sands.
She noted that production is being contracted in two countries: China and Brazil.
“Ace [Hong Kong-based] is producing the bras and pants and a boyshort and tank will be produced in Brazil where the turn is very fast, only 30 days,” she said.
One area of interest generated at the CurveNY show was plus sizes.
“We had a huge demand for XXL sizes at the show and I’m considering the idea,” said Sands.