The Best ofIntima & Swim Edit
The Felina Group is Growing
12 February 2018
THE FELINA GROUP HAVE BEEN BUSY LATELY, THEIR RECENT COLLECTIONS HAVE SEEN THEM EXPAND THEIR REACH WITH AN INCREASED PRESENCE IN LOUNGEWEAR AND A NEW LAUNCH FROM THEIR PARAMOUR BRAND INTO THE MATERNITY SEGMENT.
We went straight to the source to find out more from their president and CEO, Robert Zarabi. Read on to find out what the Felina Group have to say about their latest product innovations.
The Felina Group has been expanding into new categories recently across your brands. Can you give us an overview of your extended product range in terms of style and fit?
For over 35 years, Felina has had a reputation for using fine fabrics and for having a reliable, comfortable fit. What better avenue into which to parlay that success than loungewear? We’re enjoying a very positive reaction to our easy styling that’s suitable to wear at home on the couch or at the coffee shop. At the same time, our Paramour brand is in its fourth year of explosive growth. The time was right to offer C-H sizing in beautiful, trend-right nursing bras that reflect the DNA of what has made our brand so successful.
Your nursing bras were in development for two years, what did you discover during this process?
We spent a lot of time on fabrics to ensure we went to market with wickable, breathable, comfortable, highly- functional materials that were easy on a new mom and easy to care for. There are some great nursing bras in the market, but the time was right for us to bring fashionable styling to functionality. The DD+ consumer has been under-served in “pretty” looks, in general. Even more so in nursing. The time was right for us to fill the white space.
Which kinds of technical features did you incorporate into the nursing bra line?
We really took a stand on fit flexibility. A woman’s size when she’s nursing fluctuates throughout the day. So we included breathable, wickable pads and quick- dry slings that help accommodate the changes. We even have choices that are both back- and front-close to ensure she’s comfortable.
How did you arrive at the right balance between a fashion and solutions based product?
It is a balancing act. We adopted styling features from some of our non-maternity bestsellers. But we also approached each new bra as a beautiful trend-right bra first, then we interpreted it into a nursing bra. We never sacrifice functionality, but without the balance between functionality and fashion, it’s not a Paramour bra.
You also have an emerging presence in loungewear, can you give us a sneak peek into your key loungewear styles and silhouettes for FW18-19?
Without giving too much away, we’ll continue to bring luxurious, comfortable, and interesting fabrics to the marketplace at very attainable prices. Joggers continue to be important. But we’ll be introducing a few surprises when it comes to tops. And bodysuits that function as both beautiful layering pieces and trend- right outerwear continue to be important.
Wire-free support is typically seen as something targeted towards millennials, was this part of the reasoning behind your new wire-free styles? Can this style work for women with larger cup sizes too?
We can at Paramour. The trend may have started with millennials, but it hasn’t stayed there. The comfort and benefits of wire-free have crossed all demographics. When we talk about a woman’s intimate apparel wardrobe, wire free styling is here to stay. We’ve introduced innovation in fabrics and construction that can comfortably and beautifully accommodate up to 42DDD. And we’re just getting started!
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