New fit-centric online-only lingerie brand Nudea debuts

By

Sandra Halliday

Published
Sep 27, 2019

A new “fit-focused” lingerie brand launches online in October with the debut of Nudea. The direct-to-consumer, online-only label claims that it’s “breaking industry norms by modernising the measuring process with a true focus on user experience and customer satisfaction, from initial online browse through to delivery.”

The company said the launch “is fuelled by an obsession with fit and inclusivity and embraces the cultural shift away from overtly sexy lingerie to a more modern, body-positive attitude.”

It offers a wide size range, neutral colour palettes and hero styles “designed and created for real women with real bodies.”

It’s launching with three collections and an initial 27 bra sizes ranging from 30A to 38E. Cup sizes F and FF will be added to some of the core range in the New Year. And a focused fuller-bust collection in 32-44 F-HH will launch in summer/high summer 2020.

The company based its approach to fit on working with more than 600 UK women in its size and fit research and its development process. Its development team “dissected and re-engineered the 20+ components that make up even the most basic of bras with fit and comfort in mind.”

In order to take this further, it also has an online quiz created with intelligent algorithms to recommend fit for shoppers. 

CEO and co-founder Priya Downes said the company has been two years in development with much of that time spent working to understand the biggest issues women face when they’re getting fitted, choosing and finally purchasing a bra. 

“By being customer-focused, challenging and dissecting each step in the customer journey, we have been able to perfect our product and DTC proposition,” she said. “By giving women the tools to achieve comfort and style via an online fit quiz, fit parties and Nudea’s bespoke tape measure, women needn’t dread the stuffy, poorly-lit fitting room experience any longer. We really are rebelling against badly fitted lingerie.”

The company has launched its marketing activity and will continue in 2020, taking in paid social, influencer engagement, user-generated content, a customer referral programme, an extensive trade and consumer PR campaign and direct-to-consumer Nudea Fit Parties. 

The two founders, Downes and Sophie Morgenthaler met while working together at Fiorucci, launching that label’s underwear collection. After a career in investment banking, Downes moved into luxury fashion where she worked at brands including Burberry, Tommy Hilfiger, and Chanel. 

Morgenthaler is a lingerie designer with over 20 years in the industry. She has worked in London and New York leading and consulting for intimate apparel teams at Debenhams, Myla, the Mosaic Group and Victoria’s Secret.