Beth Gold-Cohen, a former dress buyer at Macy’s, is finding her entrepreneurial niche with a category she’s marketing as “shapewear leggings.”
Recovering from breast cancer therapy and its sluggish side effects, Gold-Cohen said she couldn’t find leggings that were comfortable, stylish and didn’t produce a “muffin top.”
“I cut off my leggings and hand-sewed a high-waisted shapewear brief and noticed that I didn’t have a roll across my midriff when I put it on,” said Gold-Cohen. “I then shopped the stores as I used to when I was a buyer to see if there was anything out there like it, and there wasn’t. So I designed my first high-waisted [control] leggings of cotton and spandex and named the brand Lissé Leggings,” said Gold-Cohen.
A year later, the shapewear collection has expanded to 13 styles, including capris and boot-cut leggings, camis and short pencil skirts in sizes XS to XL. Plus sizes 1X to 3X will be offered this fall. Suggested retail for the leggings is between $54 and $74. Colors include black, white and fashion shades.
“I’m currently selling to more than 1,000 specialty stores, 50 Nordstrom doors, 40 Dillard’s doors, over 20 Lord & Taylor doors, and four Bloomingdale’s stores, as well as barenecessities.com,” said Gold-Cohen. “I’ve shipped $400,000 of goods from February to December 2010, and I’ll probably ship $3 million by the end of 2011. I better keep up with the demand.”