Under the dress… Bye Bra!

12 October 2023

Small "secrets" to play under your clothes to feel valued and at ease in every situation: the Bra Solutions & Shapewear brand helps women worldwide

To find out more we interviewed the Managing Director Luca Cannoniero.

What's the story behind Bye Bra?

Bye Bra was born in 2011 in response to the European market's demand for safe and quality adhesive solutions, from breast support plasters to related accessories. With the change of ownership in 2018, the range expands with adhesive bras and pull-ups and from 2020 with shapewear lines. Enriched with new colours, models and lines, the offer is now complete and diversified across the three product categories, with over 250 items in the catalogue.

What are your strengths and diversification points on the market?

We offer functional items, with a minimal design, designed to improve the silhouette, correct small imperfections and respond to multiple fit and wearing needs. Complying with European regulations, our adhesive products are the only ones on the market to be dermatologically tested and guaranteed as non-irritating and hypoallergenic. Combined with attractive packaging and a competitive price, all these elements have allowed us constant and exponential growth over the last 4 years

Tell us about the latest news…

Among our new entries, a seamless and high-control shapewear, very soft on the skin, a viscose ribbed underwear, a mini-collection of push-up and control socks, specific adhesive solutions for large cups and non-adhesive solutions to wear with dresses with backs and bare shoulders. On the sustainable front we have introduced garments in recycled microfibre and FSC certified viscose.

What is your retail target?

We interface with customers of very different sizes and types (multi-brand boutiques, department stores, e-tailers) depending on the markets. In Italy, assisted by Comunifashion, we have created a network of 15 agents covering the entire territory with a focus on lingerie specialists.

And how do you operate in terms of commercial strategy?

The story and technical explanation of the products, done in person with the help of video tutorials that show the ease of application, are fundamental for us. The constant availability of the items, the speed of delivery and the after-sales service consolidate the relationship and build customer loyalty.

What are your target markets?

Italy is one of our "key" markets, but the brand is known and appreciated in many countries. In Europe, the UK, Scandinavia and Belgium are experiencing strong growth and we are approaching all the main European markets (Germany, France, Spain, Holland, Greece and Switzerland). Thanks to the inclusiveness of our products in terms of sizes and colors - which makes them interesting on an international scale - and an entirely "never out of stock" collection, we have customers all over the world: from South America to Africa to New Caledonia, passing through the Middle East.