Soma is trying out QVC.
The intimate apparel company, which was founded in 2004, will sell pieces from its Vanishing collection on Saturday, May 5 during the “AM Style” broadcast that begins at 7 A.M. EST. The collection will also be available on QVC.com and QVC apps.
“As a multiplatform retailer, QVC has tremendous reach across broadcast, social, digital and live-streaming channels, which allows us to connect and engage with their millions of shoppers,” said Soma president Mary Van Praag, who joined Soma from Perricone MD last year. “We are acting on this new opportunity to expand our reach through alternative distribution channels, drive new customer acquisition and increase brand awareness and consideration. We want to introduce Soma to women looking for high quality solutions in intimate apparel wherever she shops. This relationship is a strong match for Soma with potential long-term growth.”
Soma has tapped Jene Luciani, lifestyle expert and author of “The Bra Book,” to serve as its on-air guest. She will be expounding on the Vanishing back full coverage bra, that comes in 37 sizes and retails for $56, along with the vanishing edge panty that retails for $17.
Innerwear has always been an important category for television shopping networks, but more and more brands are looking to them as a distribution channel. Earlier this year Delta Galil decided to relaunch Nearly Nudes, a shapewear brand it acquired in 2010, on the Home Shopping Network. Nearly Nudes previously had distribution at retailers including Macy’s and Nordstrom.
This is one of the many changes van Praag has made since joining Soma. Late last year Soma redesigned its Polaris Fashion Place store in Columbus, Ohio, to be more sophisticated and feminine. The team has increased the size of the fitting rooms, installed iPads to help customers locate inventory, whether online or in store, and set up an appointment for a bra fitting. There’s also new fit library installation where the customer is able to interact with Soma’s proprietary bra technology.
Next Soma will debut a new bra collection that van Praag said is unlike anything they offer currently.