Contemporary underwear brand’s celebrates first anniversary with new launches

One year on from launch, fit-centric underwear brand, Nudea is reaping the rewards of responding to the challenges of lockdown as well as celebrating new line launches. By disrupting traditional bra fitting through innovation and by modernising the measuring process with custom-designed tools, direct-to-consumer and online-only, Nudea has seen exponential growth during the lockdown period with sales of the brand’s Fit Tape up 500% since March and post-lockdown growth averaging 80% MoM.

Now as Nudea looks towards its first anniversary with two new collections on the horizon,Priya Downes, Nudea’s CEO and Co-Founder, explains: “The COVID-19 pandemic has forced change for many businesses and, for Nudea, the brand has certainly evolved for the better. We’ve had to pivot on holding face-to-face events, which had been working well for us prior to lockdown. Nevertheless, starting to offer free virtual bra fittings via Zoom has been a game changer for our customers. Time and again, the feedback we’re getting from our customers is that they keep coming back for the personalised support we provide, right from the outset receiving the fit tape measure to receiving handwritten notes with every order and free returns, we ensure that the customer experience is paramount.”

“Given 2020’s circumstances, we’ve been in a great place to establish Nudea as the go-to brand for at home underwear fitting. Our bespoke Fit Tape Measure (developed leveraging data collated from over 1,000 women), Online Fit Finder and Virtual Bra Fittings have been all designed for self-measurement thereby eliminating the need to go to a physical store. What’s more, as a new and agile brand, we’ve worked tirelessly throughout lockdown; we’ve releaseda new bikini brief line, responded to customer demand with a reusable, washable Face Mask which sold out three times, and established an enviable brand reputation as a go-to brand through extensive on and offline marketing activity and seamless customer service and support.”

Nudea‘s brand performance demonstrates that the approach of upfront investment in fitting builds brand loyalty, trust and ultimately higher conversion, better repeat purchase rates and lower returns. To illustrate this point, Nudea’s Fit Tape results in a 30% conversion and the returns rate is in the low double digits, which is an enviable achievement for a new brand starting out in a size intense category.

Taking steps toward being a more sustainable and inclusive fashion brand, Nudea is launching two new collections in the coming months, both collections are produced in Europe and include sustainable fabrics and post-consumer recycled materials and comprise sizing from A to GG. Nudea’s new mainline collection launching in November, will feature bras and knickers made from recycled yarns, a sustainably sourced spacer fabric (which works like memory foam) in a number of the bra styles, an expanded size range with 43 sizes and new colourways. Moreover, the brand will launch a new line of seamless bamboo underwear including bralettes catering for 32A to 38F, camis and briefs. Additionally, Finally, in the run up to Christmas, Nudea will be launching an innovative Gift Set to help increase product longevity and further reinforce the brand’s commitment to sustainability.