Delta Galil is trying out a new distribution channel: the Home Shopping Network.
The innerwear manufacturer is relaunching Nearly Nude, a shapewear brand that was founded by Lucy Hosken in 2005, on the Home Shopping Network. Delta Galil acquired the company, which was based in Australia, in 2010. It was sold at retailers including Macy’s and Nordstrom, but it’s been out of the market since 2012.
“We were having conversations with HSN about doing shapewear and thought Nearly Nude would be a good fit,” said Victoria Vandagriff, president of the women’s division at Delta Galil. “Our goal is to change women’s perception of shapewear and show them that it can be comfortable and still solution-oriented.”
According to Vandagriff, they’ve changed up the assortment to be more lightweight and wearable for every day. It’s seamless, lightweight and includes shapewear basics such as a high-waisted legging, a smoothing tank top, a thigh shaper, a contour smoothing short and a seamless long-sleeve shaping T-shirt, which is a new core piece for the shapewear category. HSN is selling many of these items in multiple packs, which Vandagriff said does well for the site. The line ranges from $29.90 for a bralette to $89.90 for the five-piece essentials set. HSN debuted this pack earlier in the week on “The List With Colleen Lopez.”
“We are thrilled to partner with Nearly Nude to launch this exclusive collection of comfortable and modern shapewear,” said Vanessa Dusold, senior vice president of merchandising at HSN. “We know that our customers like to wear ath-leisure as a part of their daily wardrobe and that the modernization of shapewear today appeals to them. They are going to love this new collection and we can’t wait to share it with them.”
Vandagriff said the plan going forward is to release product on a quarterly basis. The next fabrication for Nearly Nude is a microfiber and a cotton modal with light shaping.
This is the first time Delta Galil has launched a product exclusively with HSN. Vandagriff added that another reason Delta Galil was drawn to working with HSN was because of their changing demographic.
“I was really impressed that through their beauty business and how their core demographic has really gone down in age. It’s around mid 35 now,” Vandagriff said. “There’s a lot of stores that are attempting to do that and attract that customer.”