Squeem continues to grow its U.S. distribution.
The Brazilian shapewear brand, which entered the U.S. in 2010, will sell two of its key styles, the Perfect waist, which retails for $59.90, and the Miracle Vest, which retails for $79.90, nationwide and online at David’s Bridal starting this month.
“It was just a natural fit,” said Squeem’s chief executive officer Thiago Pasos, whose great-grandfather founded the business more than 80 years ago. “We intend to become a vital part of their selling proposition within not only the bridal category but the mother of the bride and social occasions categories as well.”
According to Pasos, the two styles, which range from size 2 to 18, will be merchandised near fitting rooms and next to cash registers.
This deal follows a similar partnership with Lane Bryant, where Squeem started selling its collection last November. Pasos said distribution started online but it’s slowly rolling out to Lane Bryant stores. Ashley Graham wore a piece from the Squeem line in the retailer’s “Plus is Equal” campaign.
Pasos told WWD that in 2015 business in the U.S. accounted for 25 percent of global sales. The collection is sold at small boutiques and e-commerce sites including Bare Necessities, Her Room and Amazon. It was recently picked up by Yoox.
Pasos isn’t interested in department store distribution at this time.
“We are talking to them, but haven’t been able to come to a common ground. We decided to focus on people who can leverage our brand,” Pasos said. “One thing that we really want to accomplish is to show people why we are different and sometimes when you are sitting on a department store shelf that doesn’t come through.”
Pasos plans on developing 30 new styles in the next three years and tapping into the activewear category. He also wants to distinguish Squeem’s product, which is made in Brazil, from the waist cincher category, which is booming at the moment.
“We are different,” Pasos said. “We didn’t develop shapewear to fix a problem or hide something. It was always about empowering women. We like to think about ourselves as the red lipstick that you wear for a night out.”