La Senza Innovative Bras — New Styles Displayed In Bra Lounges

La Senza is selling more bras to increase its share of that key part of its business. Indeed, bras are as integral to a lingerie store as French fries are to McDonald's fast food outlets. They have started with the launch of their new and exciting range of bras called La Senza innovative bras.

With the La Senza innovative bra, the store is intent on grabbing those bra sales by stepping up product innovation, launching new styles, putting more bras into the stores and even setting up separate ‘bra lounges’ in its larger outlets.

As Mr Lewin put it, ‘We have, no pun intended, exposed ourselves to higher inventories.’ La Senza enjoys almost 24 per cent of the total lingerie market in Canada but only 9.8 per cent of the country's bra market. The chain has grown from a single store in Ottawa in 1990 to 425 outlets worldwide, including 203 lingerie shops and 69 La Senza Girl outlets.

La Senza plans to open its first U.S. store, taking on that country's lingerie powerhouse, Victoria's Secret. But right now, new product launches are essential, tapping into new bra engineering to build excitement and lure customers, he said. In this vein, the chain rolled out the hydra lift bra with liquid padding, which is a revolution in extreme cleavage technology.

About The Author:

Darlene Thompson is a successful author and regular contributor to http://www.bra-n-bras.com. As in independant consultant, she has been designing womens support under garments and bras for almost a decade.