Dora Lau knows a thing or two about bras.
Her company, Dora L International Inc., has made private-label intimates for retailers including Lane Bryant and Soma for 24 years and in 2002 she created her own brand, Curvy Couture, which is dedicated to plus-size intimate apparel.
Now she’s launching Curvy Studio, a line of plus-size intimate apparel that caters to a younger customer. The collection will debut on target.com this month.
“I have friends whose daughters go to Victoria’s Secret and can’t get a bra. We want to give that curvy Millennial customer the fun and sexy bras she can’t find,” said Lau.
The line, which runs from a 36C to a 42H, includes a T-shirt bra, a lace push-up balconette bra and an unlined bra. The collection retails from $26.99 to $29.99.
“We’re always looking for opportunities to introduce new products that guests can only find at Target. Curvy Studio — a brand with a strong reputation for high quality and great fit — offers modern basics for an incredible value and is an exciting addition to our intimates assortment on target.com,” said Target spokeswoman Sarah Zeman.
The fuller bust bra market continues to grow with brands such as Cosabella and Paramour by Felina extending their cup size assortment. Target’s current stable of plus-size bra brands includes Paramour, Marie Meili, Olga, Just My Size by Hanes, Bali and Playtex.
Lau’s more sophisticated intimates line Curvy Couture, which retails from $40 to $85, is currently sold at retailers including Nordstrom, Bare Necessities and Herroom.
According to Lau, the brand shipped 5 million bras over the past year and while she’s interested in increasing distribution, she’s taking it slow.
“We want to be very careful that we control growth. It will be a gradual thing and first we have to educate the customer,” said Lau.