Since September 2021, B Corp certified, design-led underwear brand Nudea has partnered with The Pantry Underwear, a multichannel independent retailer that puts experience at the forefront. This unique partnership is perfectly positioned to navigate hybrid shopping experience post-lockdown, due to the synergy between the brands.
Now that lockdown measures have gradually become a thing of the past in the UK, and we are moving away from the always online and back to the physical world, Nudea has been looking to bring its message of fit, comfort and sustainability into this new, hybrid normal. Whether a customer prefers online or in-person shopping, Nudea is tailoring service offerings in line with the desires of its customers.
Since launch, Nudea has disrupted the norm in underwear shopping. The lingerie brand’s ethos is to help their client feel their best, most confident self by finding their perfect fit, both online and now, in-person. Indeed, before the lockdowns, Nudea had already established an unique and personalised fitting and shopping experience online with its custom-built fitting tools and in person fit parties, and then expanded into providing virtual support with bra fit experts available via WhatsApp and Zoom. The brand’s bespoke Fit Tape Kit has also been a record seller since its inception and continues to be a huge sales driver for the brand online.
Now, Nudea has turned its attention to the High Street and the benefits that in-store and pop-up shopping can bring. By having a more in-depth and intimate knowledge of their clientele, these establishments provide a more personalised, experience to help spread the Nudea ethos to the wider public.
With their successful partnership with The Pantry Underwear, Nudea has shown the selling power that their products possess in the wholesale world both online and offline. First showcased on a limited time basis as part of their yearly product spotlight on female founded brands – the ‘Independent Females Edit’ – the retailer went on to stock Nudea on a permanent basis. Nudea has adorned their monthly publication ‘The Pant Post’ twice and is a popular choice amongst their customer community in store, online including via their own virtual fitting service and at their popular customer Pant Parties.
Nudea has also recently launched with Frillies and Blushing Susie and is looking to onboard more independent boutiques that are aligned with their contemporary and sustainable messages. In this exciting time for the underwear brand as it continues to grow, Nudea is looking to create new and unique experiences for their customers including reimagining their popular fit parties through events, pop ups and physical concessions.
The Pantry Underwear’s, MD/‘The Pantrepreneur’, Eloise Rusted comments: “Our curation focus is to deliver the very best products across categories, as a hugely important contributing factor in our overall mission to transform the common misconceptions and negative associations around the search for a new bra. Nudea is a key partner in the underwear category, not only for the quality and fit attributes of their products but also their impressive sustainability credentials and overall brand ethos, which is so closely aligned to ours. We look forward to working on new and exciting projects together with the brand, including some very special product launches, collaborative marketing pieces and events in our spaces”.
Nudea’s CEO and Founder, Priya Downes comments: “We are thrilled to partner with The Pantry Underwear. The Pantry Underwear really offers something very unique to their community, and perfectly aligns with our fit ethos and sustainable credentials. Their unique perspective of engaging their customers online and offline is amazing, including their Monthly newsletter “The Pant Post”. It’s clear that The Pantry Underwear is leading the way in a breed of new wave stores who provide a much more modern way to shop for great fitting bras with great ideas for new brands.”
Nudea will be debuting at the INDX trade show in July 2022.
