Bare Necessities Launches Plus Size Lingerie Website
BarePlus by Bare Necessities to offer more than 1000 styles from 81 designer brands
EDISON, NJ (Feb. 10 2012): Bare Necessities, the leading online retailer of brand name intimate apparel, today launched a new online boutique designed specifically for curvy women called BarePlus by Bare Necessities.
BarePlus by Bare Necessities will feature more than 500 bras that fit sizes 38A – 56J, including everyday bras, sports bras, and sexy bra and panty sets. The website, www.bareplus.com, will offer more than 1,000 styles of plus size lingerie, hosiery and swimwear, from 81 brands including Elomi, SPANX, Bali, Wacoal, Hanky Panky, and Calvin Klein.
“The launch of BarePlus reinforces our commitment to serving the woman with curves,” said Jay Dunn, Chief Marketing Officer for Bare Necessities. “The launch marks the beginning of our effort to build the best shopping experience for curvy women. Over the next several months, you’ll see more features, photography representative of our customer, and exciting new products from the world’s best brands that you won’t find anywhere else.”
BarePlus marks the first major effort executed by Dunn since joining Bare Necessities in 2010 as its first Chief Marketing Officer. Dunn came from Lane Bryant, where he had been the mastermind behind the landmark “Red Bra” ad campaign. The advertisement, which ran on American Idol, featured a plus size model flaunting a sexy red bra and panty set and became a national sensation after it was initially banned by both ABC and Fox for showing too much cleavage. The controversy ignited a national debate regarding how curvy women are portrayed in the media.
bareplus.com and barenecessities.com will coexist in a tabbed shopping environment, all with a shared shopping cart and checkout process. Shoppers clicking on the BarePlus tab will see items available exclusively in plus sizes, with navigation and imagery tailored to the plus size product assortment.
The company will announce the launch of bareplus.com at a press conference today at Lavo, in midtown Manhattan, and will celebrate the launch with a contest on its Facebook page, www.facebook.com/bareplus.
About Bare Necessities: Bare Necessities is the second largest online lingerie retailer (only Victoria’s Secret is larger). Launched in December 1998, Bare Necessities has sold more than 5 million bras, and also offers lingerie, shapewear, swimwear, sleepwear, hosiery and men’s underwear from more than 180 brands, including Calvin Klein, Wacoal, SPANX, Hanky Panky, Chantelle Elomi and La Perla. For more information, visit http://www.barenecessities.com, or contact Dan Sackrowitz, at firstname.lastname@example.org.