The mother company of Soma Intimates, a brand aimed towards mature women who prioritize comfort and fit, has launched a complementary brand that puts fashion, sensuality, and self-expression first, targeting women aged 25 to 40. In response to the shifting retail environment, TellTale is intended for the digital-native generation and will feature a simple offering of six key bra silhouettes, to be replicated across future collections, alongside matching underwear. This consistency allows a customer to identify her favorite silhouette and turn it into a staple piece. All bra styles carry signature details, such as TellTale’s rose-gold trim, and four different closure placements for optimal fit flexibility. The brand will also offer monthly curated stories that feature apparel, accessories, and beauty.
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The new brand launches April 24th at www.mytelltale.com, and will be led by Kimberly Grabel who brings over 25 years of brand-building experience, including her most recent role as Senior Vice President of Marketing at Soma. Unlike TellTale’s more traditional sister brands, the new brand will run on a lean and agile digital-first startup model. At launch, TellTale will offer bras in sizes 32A to 40DD and underwear from XS to XL, with bra prices ranging from $39 to $49 and undies ranging from $9 to $29. The brand will bring Soma’s 15 years of experience in developing high-quality lingerie to the young label.
