PHILADELPHIA, May 10, 2019 (GLOBE NEWSWIRE) -- The Gendel Girls™, the family behind Breezies®, QVC’s largest intimate apparel brand, announced today the updated relaunch of one of their most popular silhouettes, a customer favorite from last summer, the Breezies Smooth Radiance Bra. Taking the best elements from their original T-Shirt bra, the brand has added several great new features to improve support and smoothing capabilities making this a “go-to” bra for women this season. The Breezies Smooth Radiance Bra is scheduled to debut on QVC® as the Today’s Special Value® on Monday, May 13, 2019 at midnight (ET), for the price of $29.98.
With its original release in June 2018, the Breezies Smooth Radiance Bra helped the Gendels hit new sales benchmarks at QVC – the company sold more than 160,000 bras in the first 24 hours – kicking off a series of record-breaking sales milestones for the brand.
“We’ve released several iterations of the T-Shirt bra over the years, so we really challenged ourselves to do it one more time. Our customers fell in love with the bypass back wing that we introduced last summer, so this new style is the natural progression of that,” said Kalina Gendel, Chief Operating Officer of The Gendel Girls. “This is a bra she needs this season and every day of the year for t-shirts, fine gauge knits, and literally everything in between.”
New standout features of the Breezies Smooth Radiance Bra include:
- Modesty lined cups; these naturally rounded shaping cups look best under fine gauge knits and t-shirts without adding a cup size. These full coverage cups also help prevent breast spillage.
- Extended underarm mesh transition cups, which flow into the back wing, help reduce any overflow from the side body.
The new Smooth Radiance bra will maintain its signature back wing, a uniquely constructed two-ply, power-mesh, bypass back wing which is wide, breathable, and provides targeted stability and smoothing in all the areas women need it most - the underarm and back. A design element that was inspired by offerings of high-end intimates brands, the back wing makes this bra the perfect undergarment to wear beneath summer wardrobe staples.
The new silhouette will also feature shimmer microfiber fabric, allowing clothes to glide over the cups, and UltimAir® inner slings, which move perspiration away from the body while adding support, gently guiding breasts toward the center. These special inner slings also offer a place for prosthetic enhancers or breast enhancers, if needed. A U-shaped ballerina back adds to the sophisticated and streamlined look, with close-set, fully adjustable straps to keep straps securely on top of shoulders.
“A women’s wardrobe starts with the right foundation pieces. This bra is just that – it’s your go-to staple for summer fashions. Lighter, fine-gauge fabrics keep you cool in the scorching heat, but you need the perfect t-shirt bra to keep your outfit looking smooth and flawless. Our full coverage cups eliminate the dreaded double-bubble effect and the bypass back wing offers shaping and smoothing for that pesky underarm skin. Break out those tank tops, white tees, maxi dresses, and your slinkiest clothing with confidence,” said Laurissa Gendel, President of The Gendel Girls.
The new Breezies Smooth Radiance Bra is available in more sizes than ever before - 40 in total - from 32B (a brand-new size) to 48DDD. And comes in six colors including classic Black, White and Sunbeige, Seashell Pink and two new colors to the Breezies line, Hydrangea and Sugar Coral. This silhouette is available in Underwire (QVC Item #A350858) and Wirefree (QVC Item #A350861), beginning May 13 at midnight (ET), while supplies last, through QVC.com, the QVC apps or by calling 800.345.1515.
About The Gendel Girls:
Kathy Gendel and her husband Craig left corporate jobs to start a lingerie business in 1994. After a lot of perseverance and a lucky encounter on Madison Avenue, they found a home at QVC, where The Gendel Girls’™ patented performance fabric, UltimAir® has made Breezies® the largest intimate apparel brand on the network. Based outside Philadelphia and operating on their family farm, The Gendel Girls are first and foremost a family business with Kathy, the CEO, at the helm and her three daughters: Kalina Gendel, Chief Operating Officer, and Laurissa Gendel, President, in tandem leadership, and Catherine Gendel, VP of Creative Marketing. One of only a handful of on-air family personalities in the entire home-shopping genre, The Gendel Girls have been a mainstay on QVC for 24 years with an average annual growth increase of 22.5%. During that time, they have sold millions of bras and panties worldwide. Most recently hitting a milestone of selling over 200,000 bras in a 24-hour period, their single largest bra silhouette sold in that time period. For more information, please visit Gendel-Girls.com
Press Contact:
Christine Perez
DiGennaro Communications
christine@digennaro-usa.com
212.966.9525
Photos accompanying this announcement are available at
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