Sloggi relaunches swimwear range for Spring/Summer 2020
Sloggi is back on the beach again. The last swimwear collection introduced by the lingerie brand, owned by German group Triumph, dated back to 2015. For the Spring/Summer 2020, Sloggi will reintroduce in France a capsule collection of one-piece swimsuits and bikinis, each priced at €49. The line, in a palette of bright colours, features contemporary styles and high-tech materials like Fleximesh, whose plastic mesh guarantees underwire-free support. Another innovation consistent with Sloggi’s #free23 operation, which aims to remove underwires from all of the brand's bra models.
The new swimwear range will be available in France at select multibrand lingerie stores which distribute Sloggi, and at Triumph outlet stores, where Sloggi's new products are regularly available. A more extensive collection will be introduced in the Spring/Summer 2021, and will also be available internationally.
Sloggi, which is celebrating its 40th anniversary this year, is progressively expanding its retail footprint outside France. In summer 2018, it started to open monobrand stores in Greece and Hungary, and plans to operate 90 of them by 2022, in order to generate 13% of sales through this channel. As of now, Sloggi has opened seven monobrand stores in Greece, Hungary, China and more recently Poland. The next openings are planned in Budapest, Shanghai and Tokyo. On the product innovation front, Sloggi will launch its lightest-ever bra next spring. Called Oxyene Infinite, the new model weighs only 28 grams, one third of a traditional bra.
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